Where Sport Writes the Future: Visit Saudi and Be Part of the Vision 2030 Journey
Introduction
“Saudi, Welcome to Arabia”, the consumer-facing brand of the Saudi Tourism Authority (STA), has unveiled its latest campaign starring football icon Cristiano Ronaldo (CR7). “I Came for Football, I Stayed For More”
Launched across TV, social, digital, and OTA, the film starring CR7 highlights Saudi’s diverse, year-round sports and entertainment events held across Riyadh, Jeddah and AlUla. Saudi Arabia is gearing up to host the FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympics Games 2027 and Asian Winter Games 2029, while its regular calendar includes large-scale international events such as the Esports World Cup, Formula 1, LIV Golf Riyadh, tennis and Saudi Pro League.
Cristiano Ronaldo said: “Being part of Saudi’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 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.”
Saudi is investing to become a global hub for events, as part of its Vision 2030 goal of diversifying the economy and expanding the tourism sector.
See the Saudi Arabia events calendar at visitsaudi.com
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