Cristiano Ronaldo Stars in New Saudi Tourism Campaign

Cristiano Ronaldo is fronting a new Saudi Tourism campaign titled ‘Unreal Calendar,’ which promotes the Kingdom’s expanding lineup of international events. The short video highlights major sporting fixtures alongside fashion, film, and cultural offerings across Riyadh, Jeddah and AlUla.

The campaign coincides with Saudi Arabia’s preparations to host several high-profile tournaments, including the FIFA World Cup 2034, AFC Asian Cup 2027, and Asian Winter Games 2029. Regular fixtures like Formula 1, LIV Golf, and the Esports World Cup have also become part of the country’s annual events calendar, supported by curated packages aimed at attracting visitors.

Since joining Al-Nassr in 2022, Ronaldo has become closely linked with Saudi Arabia’s positioning as a global sports hub. The campaign aligns with Vision 2030, the Kingdom’s economic diversification strategy, which includes an USD 800 billion investment in the tourism sector. The Saudi Tourism Authority projects the industry will reach a value of USD 22.4 billion by 2030.