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The Saudi Tourism Authority (STA) has unveiled the “Unreal Calendar”, a centrepiece of its bold new global campaign featuring football legend Cristiano Ronaldo, under the theme: “I Came for Football, I Stayed for More.” The initiative sets out to spotlight the variety and vibrancy of world-class events taking place across Saudi Arabia.
Targeting key international markets, including Europe, India, and China, the campaign puts Saudi’s dynamic events calendar on the global stage.
It features high-impact sporting and entertainment moments like the Esports World Cup, Formula 1, the LIV Golf Riyadh, as well as top-tier tennis matches, boxing showdowns, and the Saudi Pro League.
These headline events highlight the Kingdom’s rise as a global hub for major international gatherings, on the road to hosting the AFC Asian Cup 2027, the Olympic Esports Games in 2027, the Asian Winter Games in 2029, and the FIFA World Cup 2034.
The campaign is a powerful signal of Saudi Arabia’s unwavering commitment to delivering next-level fan experiences.
But the enrichment does not stop at sports as Saudi’s cultural and entertainment scenes are also booming. From the style-forward Riyadh Fashion Week to the Red Sea International Film Festival, Soundstorm 2025, and the Saudi Seasons in Riyadh, Diriyah, and AlUla, the Kingdom continues to roll out outstanding experiences for every type of visitor.
Saudi Arabia also welcomes world-renowned performances in music, comedy, and theatre, reflecting its ever-growing cultural openness and global reach. This lineup is the result of seamless collaboration among pertinent entities, elevating Saudi Arabia’s standing as a global hub for tourism, culture, entertainment, and sports.
“Today, Saudi is cementing its place as a global destination that combines cultural authenticity, warm hospitality, and the thrill of world-class events,” said Minister of Tourism and Chairman of the STA’s Board of Directors Ahmed Al-Khateeb.
“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,” the minister added.
Meanwhile, Ronaldo stated 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 honours its roots while building for the future,” Ronaldo added.
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