Cristiano Ronaldo Stars in Saudi Tourism ‘Unreal Calendar’ Campaign
The iconic football star, Cristiano Ronaldo, has become the face of a new global campaign launched by the Saudi Tourism Authority (STA), titled “Unreal Calendar,” reported the Saudi Press Agency (SPA).
Aimed at showcasing the diversity and vibrancy of events taking place in Saudi Arabia, the “Unreal Calendar” campaign targets key international markets, including Europe, India and China. It highlights the richness of the Kingdom’s events calendar throughout the year.
Ronaldo’s Message
The campaign’s promotional video features Cristiano Ronaldo, who appears while enjoying a variety of sporting events hosted in Saudi Arabia, such as boxing, tennis, and car races. The video also shows scenes for Ronaldo while playing football and highlights other cultural and entertainment events in the Kingdom.
The “Unreal Calendar” promotional video concludes with Al-Nassr’s star saying: “I came for football, I stayed for more.”
Saudi Sports Calendar
Saudi Arabia’s events calendar features key international championships, including Esports World Cup (EWC), Formula1 (F1), the LIV Golf Riyadh, in addition to world-class tennis matches, boxing showdowns, and the Saudi Pro League (RSL), all of which have established the Kingdom’s standing as a rising global hub for major international events.
"I came for football, I #StayedForMore"
World-class events across Sports and Entertainment, Saudi is the home of the Unreal Calendar.
Explore Saudi's UNREAL Calendar here: https://t.co/LIyOSZvMbU #VisitSaudi pic.twitter.com/ZnXzBLdG0q— Visit Saudi (@VisitSaudi) September 1, 2025
Moreover, Saudi Arabia will host the AFC Asian Cup 2027, the Olympic Esports Games in 2027, Asian Winter Games in 2029, and the FIFA World Cup 2034, in a further testament to its growing status as a host for key events.
Culture & Entertainment
In addition to sports, the Kingdom hosts a diverse range of cultural and entertainment events throughout the year. These include Riyadh Fashion Week (RFW), Red Sea International Film Festival, Soundstorm 2025, and the Saudi Seasons in Riyadh, Diriyah, and AlUla, offering extraordinary experiences that cater to different needs.
Furthermore, Saudi Arabia hosts global music, comedy and theatrical shows, underscoring its ever-growing cultural openness and global reach.
Dream Big
On this occasion, the Saudi Tourism Minister, Ahmed Al-Khatib, said: “Today, Saudi Arabia is cementing its place as a global destination that combines cultural authenticity, warm hospitality, and the thrill of world-class events. In the tourism sector, we remain steadfast in our commitment to developing a seamless landscape that inspires the world and provides visitors with unforgettable experiences.”
Cristiano Ronaldo, for his part, said that “being part of Saudi’s journey as a global sports hub has been truly special and somehow unexpected for me a few years ago.”
“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,” Al-Nassr’s Portuguese legend added.
