Saudi Arabia has unveiled “The power of events”, a new global campaign featuring football icon Cristiano Ronaldo as the face of its thriving sports and tourism strategy. Conceived by BETC Paris and directed by Sam Walker (Henry), the campaign showcases the kingdom’s impressive roster of international sporting events while positioning Saudi Arabia as a leading global destination.
With world-class football, high-profile boxing matches, a celebrated Formula 1 circuit, elite tennis tournaments, and booming e-sports championships, Saudi Arabia has placed sports at the center of its cultural and tourism development. Events now serve not only as entertainment but as a key driver of the country’s broader vision for growth.
Since joining the Saudi Pro League, Cristiano Ronaldo has become more than just a star athlete on the pitch. He and his family have embraced local culture, while witnessing first-hand the passion of Saudi fans and the rise of a new era in regional sports. “What is wonderful when you ask a world-class football player as Cristiano Ronaldo to speak about sports in Saudi Arabia is that he sees things that normal people don’t see. He is an observer from the inside, someone with the authenticity of a true champion,” explained Bertille Toledano, president of BETC.
In the campaign, Ronaldo guides audiences through Saudi Arabia’s vibrant sports calendar and its array of destinations. The narrative draws a parallel between his personal journey and the country’s transformation into a global hub for major events. The closing line, “I came for football, I stayed for more,” captures the campaign’s spirit: an invitation to discover the kingdom’s limitless opportunities beyond the game.
The campaign will launch this September across major European cities, with a rollout spanning film, print, and digital platforms. By spotlighting both the intensity of Saudi sports and the richness of its culture, the initiative positions the country as a must-see destination on the world stage.
