From Football Icon to Tourism Ambassador: Ronaldo Fronts Saudi’s Bold Global Campaign

Football legend Cristiano Ronaldo stars in Saudi Arabia’s new global tourism campaign, highlighting the nation’s Vision 2030 ambitions to blend culture, sports, and entertainment into a world-class visitor experience.

Jeddah [Saudi Arabia], September 2 – Cristiano Ronaldo, one of the most iconic names in world football, is now stepping into a new role: the global face of Saudi Tourism’s latest campaign titled “I Came for Football, I Stayed for More.”

The campaign, part of the broader “Saudi, Welcome to Arabia” initiative, aims to showcase the kingdom’s transformation into a global hub for sports, entertainment, and cultural experiences. Filmed across Riyadh, Jeddah, and AlUla, the promotional series shows Ronaldo immersing himself in Saudi Arabia’s vibrant events scene, from sporting spectacles to cultural festivals, while inviting millions of fans around the world to share in the energy.

Launched across Europe, India, and China, the campaign taps into Ronaldo’s unmatched influence to amplify Saudi Arabia’s message of hospitality, ambition, and innovation.

Vision 2030: Tourism at the heart of transformation

The campaign is not just a marketing initiative, but a central part of Saudi Arabia’s Vision 2030 – an ambitious blueprint to diversify the nation’s economy and expand tourism.

“Saudi is cementing its place as a global destination that combines cultural authenticity, warm hospitality, and the thrill of world-class events,” said His Excellency Ahmed Al Khateeb, Minister of Tourism. “We remain steadfast in building a landscape that inspires the world and provides visitors with unforgettable experiences.”

Ronaldo’s message: “This is where the future of sport is being written”

Cristiano Ronaldo, who joined Saudi Arabia’s Al-Nassr FC in 2023, spoke with emotion about his journey in the kingdom.

“Being part of Saudi’s journey as a global sports hub has been truly special and something I wouldn’t have imagined a few years ago,” Ronaldo said.

“From the energy of the fans to the scale of ambition — this is where the future of sport is being written. What I admire most about Saudi is how it honours its roots while building for the future. From camels to horses, racing to esports, from the desert to the stadium — this is a place where every young athlete can dream big.”

A packed global events calendar

Saudi Arabia is leaving no stone unturned in positioning itself as a global events capital. Its upcoming lineup is staggering:

• FIFA World Cup 2034
• AFC Asian Cup 2027
• Esports Olympic Games 2027
• Asian Winter Games 2029
• Annual mega-events such as Formula 1, LIV Golf, and the Saudi Pro League
• Cultural extravaganzas including Riyadh Fashion Week, the Red Sea International Film Festival, and Arts Biennales

Since 2018, the kingdom has already hosted over 100 international events, with a target to attract 150 million visitors by 2030.

Fahd Hamidaddin, CEO of the Saudi Tourism Authority, stressed the importance of the campaign. “Partnering with CR7 showcases the Saudi of today — ambitious, welcoming, and world-class. Tourism is central to our growth, and we’re committed to continuously expanding what we offer.”

$800 billion invested in the future

Tourism is projected to become one of Saudi’s most powerful economic drivers. With $800 billion invested into the sector, it is expected to reach $22.4 billion in market value and contribute $16.5 billion to the GDP by 2030.

This surge is also designed to create jobs, improve infrastructure, and inspire youth participation — all part of the Vision 2030 roadmap.

CR7: From player to ambassador

For Ronaldo, this partnership signals more than an endorsement — it marks his evolution into an ambassador for Saudi Arabia’s global transformation. No longer just a footballer, he is now a symbol of the country’s drive to merge sports, culture, and global connectivity.

“I came here for football,” Ronaldo reflects in the campaign’s message, “but I stayed for everything else this country has to offer.”