Cristiano Ronaldo, who made headlines in late 2022 by joining Saudi Arabia’s Al Nassr football club, says his time in the Kingdom has turned into something much bigger than just a career move.
“I came for football, I stayed for more,” Ronaldo said in a new campaign highlighting Saudi Arabia’s push to become a global hub for sports and entertainment.
The Portuguese star, one of the world’s most recognized athletes, features in a film that showcases not only Saudi’s football scene but also its growing calendar of international sporting and cultural events. From Formula 1 to esports, film festivals to fashion weeks, the Kingdom is positioning itself as more than just a football destination.
Saudi Arabia has invested heavily in securing major global tournaments as part of its Vision 2030 economic diversification strategy. It will host the AFC Asian Cup in 2027, the Asian Winter Games in 2029, and the FIFA World Cup in 2034.
In addition, annual fixtures such as the Esports World Cup, LIV Golf, Formula 1, and the Saudi Pro League are drawing international attention.
The government has pledged around $800 billion to develop tourism and entertainment, aiming for 150 million visitors by 2030. Officials say events are central to this plan, generating jobs, boosting infrastructure, and encouraging wider participation in sports.
Alongside sports, Saudi is promoting cultural events like the Riyadh Season, Red Sea International Film Festival, and Riyadh Fashion Week. Concerts and comedy shows featuring international acts are also becoming regular attractions in Riyadh and Jeddah.
Tourism Minister Ahmed Al Khateeb said Saudi is “cementing its place as a global destination that combines cultural authenticity, warm hospitality, and the thrill of world-class events.”
For Ronaldo, the transformation has been as much personal as professional. “Being part of Saudi’s journey as a global sports hub has been truly special and somehow unexpected for me a few years ago,” he said. “What I admire most about Saudi is 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.”
The campaign featuring Ronaldo is being rolled out across Europe, India, and China as Saudi Arabia seeks to widen its appeal to international travelers.
Discover the latest Business News, Sensex, and Nifty updates. Obtain Personal Finance insights, tax queries, and expert opinions on Moneycontrol or download the Moneycontrol App to stay updated!
