STA Launches “I Came for Football, I Stayed For More” Campaign With Cristiano Ronaldo

Saudi Tourism Authority (STA) unveiled its latest campaign, “I Came for Football, I Stayed For More,” featuring Cristiano Ronaldo (CR7). Launching across key markets in Europe, as well as India and China, the campaign paints a Saudi Arabia that offers visitors far more than the expected. Marking the start of an extended season of top-tier sport, thrilling entertainment, and striking film, fashion, and cultural events, the campaign uses TV, social, digital, and OTA to give audiences a taste of one of the world’s most exciting destination calendars.

CR7, Saudi Arabia’s most prominent foreign resident, guides viewers on a journey through the kingdom’s flagship events. An awed Ronaldo sits in the stands, comparing various sports to his own. Monochrome scenes give way to vibrant colour as we glimpse what lured Ronaldo to stay in Saudi. The adrenaline of the crowd, and its roar, convey the highs and lows of a shared experience. The emotion is tangible, drawing audiences into the thick of the action. This is Saudi – engaged, excited, and eager to take its place on the world stage.

The campaign highlights Saudi’s diverse, year-round sport and entertainment events across Riyadh, Jeddah, and AlUla, with curated packages making it easier to visit. As hosts of the FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympics Games 2027, Asian Winter Games 2029, among others, Saudi is bringing sport home. Its regular calendar includes large-scale international events such as the Esports World Cup, Formula 1, LIV Golf Riyadh, tennis, and the Saudi Pro League (RSL), cementing its position as a hub for major events.

From sport to culture and entertainment, Saudi offers something for all interests. The annual calendar continues to grow, with Riyadh Fashion Week, the Red Sea International Film Festival, Arts Biennales, and the Seasons – held in Riyadh and Jeddah – forming the cornerstone of activities. From music to comedy, international and regional acts are taking centre stage in Saudi, broadening reach and accessibility for more audiences.

Ahmed Al Khateeb, Minister ofTourismforSaudi, stated, "Today,Saudiis cementing its place as a global destination that combines cultural authenticity, warm hospitality, and the thrill of world-class events. In thetourismsector, we remain steadfast in our commitment to developing a seamless landscape that inspires the world and provides visitors with unforgettable experiences."

Fahd Hamidaddin, CEO of theSaudiTourismAuthority, added, “This campaign with CR7 is a showcase ofSauditoday, and our ambitions.Tourismis a core component of our vision, and we are continuously expanding our offerings. Since 2018 we’ve hosted over 100 major international events, and as ourcalendarcontinues to expand, we’re on track to reach our goal of 150 million visitors by 2030.  From world class events to iconic sites and breathtaking landscapes,Saudiis a land of discovery.  We are committed to welcoming the world to join us in the Heart of Arabia, to stay a while and witness the future unfold in real time.”

Ronaldo also commented, “Being part ofSaudi’s journey as a global sports hub has been truly special and somehow unexpected for me a few years ago. Today, the truth is, that 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 aboutSaudiis how it honors 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.”

Saudi is investing to become a global hub for events, as part of Vision 2030’s diversification of the economy and expansion of tourism. It has committed $800 billion to the sector, projected to reach a market value of $22.4 billion by 2030 and to contribute $16.5 billion to GDP by 2030. Events play a pivotal role, boosting tourism numbers, driving infrastructure growth, creating jobs, and inspiring youth participation. Investments in stadiums, arenas, and grassroots programmes are helping shape Saudi’s legacy as a leader not only in global sports tourism but in wider entertainment.