The power of events: Saudi Tourism Authority unveils global campaign with Cristiano Ronaldo

RIYADH, SAUDI ARABIA – Saudi Arabia has emerged as one of the world’s fastest-growing destinations for world-class events, blending cultural heritage, cutting-edge entertainment, and international sports. This momentum now takes center stage in a new global advertising campaign from the Saudi Tourism Authority, developed in partnership with BETC and directed by Sam Walker of HENRY. At its heart is one of the most iconic athletes of our time – Cristiano Ronaldo.

Entitled “The Power of Events”, the campaign positions Saudi Arabia as a hub where sports, culture, and travel converge to create transformative experiences. From world-renowned football and boxing matches to the excitement of Formula 1, elite tennis tournaments, and e-sports championships, Saudi Arabia’s event landscape is redefining standards on a global scale.

The film features Ronaldo not only as a sports legend but also as a witness to the country’s dynamic evolution. Since his arrival in Saudi Arabia, the football star has embraced its culture and people, experiencing firsthand the rise of a new era in Saudi sports.

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“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.” said Bertille Toledano, BETC President.

The narrative arc is simple yet powerful: Ronaldo came for football, but what he discovered was much more – a thriving ecosystem of events and destinations that go beyond the game. The campaign’s closing line, “I came for football, I stayed for more,” encapsulates the limitless possibilities Saudi Arabia offers to both travelers and fans alike.

Launching this September, the campaign will be unveiled across major European cities, spanning film, print, and digital platforms. This strategic rollout ensures that international audiences experience Saudi Arabia not just as a destination, but as a stage for world-class events.

CREDITS

FILM

Brand
Saudi Tourism Authority

Brand Managers
Fahd Hamidaddin
Raad Alkhanbashi
Arcan Murshid
Mohannad Alqurashi
Lulua Alrodhan
Yazeed Almujalli

Ad Agency
BETC Paris

Agency Managers
Bertille Toledano
Guillaume Espinet
Vittorio Lucchini Gilera
Simon Leroy

Executive Creative Director
Alasdhair McGregor

Creative Director
Guillaume Rebbot

Art Director
Romain Ducos

Copywriter
Nicolas Richard

Music Creative Director
Adam Ghoubali

Strategic Planner
Mattia Bellomo