Cristiano Ronaldo Wants You To Stay In Saudi (And Not Just For The Football)
Saudi, Welcome to Arabia—the consumer facing brand of the Saudi Tourism Authority—ushers in a new chapter with its latest campaign, ““I Came for Football, I Stayed For More”, featuring the incomparable Cristiano Ronaldo
When Cristiano Ronaldo arrived in Riyadh in early 2023, the move was seen as football’s next great experiment. Could one of the most celebrated athletes of all time redefine not only his career but the sporting landscape of an entire country? The transfer was a moment that announced Saudi's ambitions to the world.
It’s been two years since and that experiment has matured into something larger. Now, Ronaldo is at the heart of the Saudi Tourism Authority’s new campaign, “I Came for Football, I Stayed for More.” The film captures him in the stands, soaking in a country where the spectacle of sport collides with the rhythm of music, the allure of cinema, and the edge of fashion. The campaign itself dares you to see how much Saudi has changed.
The truth is, Saudi has spent the past few years reshaping its cultural landscape at breakneck speed, and the results are impossible to ignore. Since 2018, Saudi has hosted over 100 international events, with more on the horizon: the AFC Asian Cup in 2027, the Esports Olympic Games the same year, the Asian Winter Games in 2029, and the FIFA World Cup in 2034. Add to that Formula 1 in Jeddah, LIV Golf in Riyadh, the Red Sea International Film Festival, Riyadh Fashion Week, and AlUla’s art biennales — and you have a calendar that is less about seasons and more about momentum.
“Today, Saudi is cementing its place as a global destination that combines cultural authenticity, warm hospitality, and the thrill of world-class events,” said Ahmed Al Khateeb, Minister of Tourism.
The investment behind this transformation is equally ambitious: $800 billion committed to the tourism sector, projected to contribute $16.5 billion to GDP by 2030. The goal of the country is 150 million visitors annually — a number that would put Saudi firmly among the world’s most visited destinations.
“Tourism is a core component of our vision,” said Fahd Hamidaddin, CEO of the Saudi Tourism Authority. “Since 2018 we’ve hosted over 100 major international events, and as our calendar continues to expand, we’re on track to reach our goal. From world-class events to iconic sites and breathtaking landscapes, Saudi is a land of discovery.”
For Ronaldo, it’s personal. When he signed with Al Nassr in 2023, it wasn’t just a transfer, but a marker. “Being part of Saudi’s journey as a global sports hub has been truly special and somehow unexpected for me a few years ago,” Ronaldo said. “From camels to horses, racing to esports, from the desert to the stadium — this is a place where every young athlete can dream big.”
But it isn’t only about sport. Saudi’s Seasons in Riyadh and Jeddah have rewritten the region’s entertainment calendar, with global music acts, comedy festivals, and fashion showcases sitting alongside regional talent. The Red Sea International Film Festival has become a magnet for filmmakers and cinephiles, while AlUla’s sandstone amphitheatres now host concerts that feel almost mythic in setting.
What’s striking is the balance — the way new arenas and international festivals rise alongside heritage sites, souqs, and ancient cities. Modern ambition in Saudi Arabia isn’t replacing tradition; it’s amplifying it.
That’s the point of “Stay for More.”
You may arrive for Ronaldo’s right foot, a Formula 1 car tearing down the Corniche, or a global DJ lighting up Riyadh. But what lingers is something larger: the warmth of Saudi hospitality, the contrasts of desert and sea, and the sense of a country writing its next chapter at full tilt.
Ronaldo came for football. For everyone else, the invitation is clear: stay for more.