Cristiano Ronaldo isn’t just playing football in Saudi Arabia anymore, he’s living a future he didn’t see coming. As the face of the Saudi Tourism Authority’s new global campaign, Unreal Calendar, Ronaldo now stands at the intersection of sport, culture, and national transformation. From signing a contract extension with Al Nassr to pledging to make the Kingdom his permanent home, the 40-year-old legend is not just in Saudi for goals, he’s here for good. And in doing so, he has become the living emblem of Vision 2030’s soaring ambitions.
The unreal calendar: A campaign beyond tourism
Unveiled with Cristiano Ronaldo at its center, the Unreal Calendar is more than a marketing initiative,it’s Saudi Arabia’s open invitation to the world. With the tagline “I Came for Football, I Stayed for More,” the campaign stretches across digital screens, TV spots, and global social media, targeting key markets like Europe, India, and China.
The cinematic visuals show Ronaldo stepping out from monochrome shadows into vibrant color—symbolizing his journey from footballer to cultural ambassador. “What I admire most about Saudi is how it honors its roots while building for the future,” he says, anchoring the campaign’s ethos in both heritage and ambition.
The calendar spans the cultural and geographic breadth of Saudi Arabia, with a year-round lineup of events in Riyadh , Jeddah, and AlUl, ranging from elite sports and global entertainment to wellness retreats, fashion showcases, and arts festivals. Saudi Arabia is no longer positioning itself as a fleeting attraction; it’s staking its claim as a permanent fixture on the global map of experience-led travel.
Ronaldo’s permanent pivot: “This is where i want to live”
In a heartfelt interview released via Al Nassr’s official YouTube channel, Ronaldo gave his most definitive statement yet about life after football. “My family always supports my decisions, and we’re happy here in Saudi Arabia. The people treat us in an incredibly warm way. That’s why we want to live here and build our lives here,” he said.
The Portuguese icon, who turned 40 earlier this year, confirmed he intends to remain in the Kingdom long after he hangs up his boots. “I will stay two more years as a football player, but also for life because my contribution to this country is not only for football. I want to be part of the country’s growth forever.”
His contract extension until 2027, announced by Al Nassr in June, sees him playing until at least age 42. Since his arrival in late 2022 following his dramatic departure from Manchester United, Ronaldo has scored a staggering 101 goals across all competitions, redefining expectations for an athlete in his fourth decade.
To Ronaldo, Saudi Arabia is more than a league. It’s a "land of peace and safety," a phrase he used to describe his family’s comfort in the country. From desert tracks to esports arenas, from camels to supercars, Ronaldo now sees himself as part of a broader story, the Kingdom’s journey into global sporting relevance.
Vision 2030: The framework behind the calendar
The Unreal Calendar is just the surface. Beneath it lies Vision 2030, Saudi Arabia’s long-term transformation plan to diversify its economy and reshape its global identity.
As part of this strategy, the Kingdom has committed $800 billion towards developing its tourism sector. That investment is already bearing fruit: by 2030, tourism is projected to generate $22.4 billion in market value and contribute $16.5 billion to Saudi GDP.
The calendar plays a key role in this vision, not just by attracting tourists, but by creating lasting infrastructure, inspiring local talent, and expanding entertainment ecosystems. The country has raised its target to 150 million annual visitors by 2030. And the calendar is how they’ll get there.
From bold investments in stadiums and grassroots development to hosting marquee events like the Formula 1 Saudi Arabian Grand Prix, the WTA Finals in Riyadh, and the World Rally Championship in Jeddah, Saudi Arabia is staking its claim as a year-round destination for global audiences.
A year of spectacle: What the unreal calendar delivers
Running through the end of 2025, Jeddah Season turns the Red Sea coast into a nonstop celebration. For 85 days, the city pulses with beach festivals, electrifying concerts, jungle adventures, winter-themed zones, and stylish shopping nights. It’s where music, fashion, food, and family fun come together, making Jeddah the ultimate summer destination in Saudi Arabia. The Unreal Calendar promises not just one season of spectacle, but an entire year of immersion. Here's a look at the highlights through the end of 2025 and beyond:
West Coast Festival (11 July – 31 Oct, Jeddah)
Spanning 85 days across Jeddah’s beaches, this festival offers live music, water sports, and women’s beach experiences, blending thrill with culture in a setting that celebrates the sea, sun, and summer lifestyle along the Red Sea.
Azimuth (25 – 26 Sept, AlUla)
Set among AlUla’s dramatic Thanaya rock formations, Azimuth returns with a global electronic music showcase curated by MDLBEAST. The event combines breathtaking stage designs with performances by Ash, London Grammar, Christian Löffler, and more, fusing nature, art, and sound in an unforgettable weekend.
Riyadh Comedy Festival (26 Sept – 9 Oct)
Saudi Arabia’s first-ever comedy festival takes over Riyadh’s Boulevard City with over 50 comedians from around the world. From sharp satire to stand-up, this growing entertainment highlight brings laughter to the Kingdom’s evolving cultural scene.
Six Kings Slam (15, 16, 18 Oct, Riyadh)
The ANB Arena hosts a tennis spectacle with heavyweights like Novak Djokovic , Carlos Alcaraz, Alexander Zverev, and Taylor Fritz battling over three intense days. Witness raw power and precision as these six kings of the court redefine competition in Riyadh.
AlUla Wellness Festival (24 Oct – 1 Nov)
Nestled in one of the world’s most energizing landscapes, the AlUla Wellness Festival is a holistic celebration of fitness, mindfulness, and renewal. Guests engage in athletic events, meditation, music, and nourishing cuisine, inviting a full reset of body, mind, and spirit.
Longines Global Champions Tour (30 Oct – 1 Nov, Riyadh)
One of equestrian sport’s most prestigious events, the Longines Tour brings elite riders and their renowned horses to Riyadh for thrilling showjumping competitions that combine elegance, skill, and adrenaline.
Riyadh Season Events (Oct 2025 – Mar 2026)
Riyadh transforms into a year-long entertainment powerhouse with cultural events, concerts, and adventure activities. The season promises bigger productions and international draws, positioning the city as a premier global entertainment hub.
WTA Finals 2025 (1 – 8 Nov, Riyadh)
The pinnacle of women’s tennis, the WTA Finals in Riyadh feature the top eight singles players and doubles teams competing for the ultimate championship title. Expect high drama and elite-level competition on Saudi soil.
UCI BMX Freestyle World Cup (4 – 8 Nov, Diriyah)
BMX riders showcase gravity-defying tricks on flat ground, ramps, and halfpipes in Diriyah. The World Cup brings thrilling freestyle routines, urban energy, and intense competition in a sport that blends street culture with athleticism.
Ancient Kingdoms Festival (20 Nov – 6 Dec, AlUla)
A cultural time machine, this festival explores the ancient civilizations of Dadan, Lihyan, and the Nabataeans through performances, archaeological tours, and artifact exhibits. Visitors become “Time Travellers,” diving deep into Saudi Arabia’s rich historical tapestry.
The Ring IV: Night of Champions (22 Nov, Riyadh)
This high-stakes boxing event at the ANB Arena features marquee bouts, including David Benavidez vs. Anthony Yarde and Devin Haney vs. Brian Norman Jr., delivering electrifying title fights that draw global attention to Riyadh’s growing fight scene.
World Rally Championship (26 – 29 Nov, Jeddah)
The WRC returns to Saudi Arabia, challenging drivers on the Kingdom’s rugged desert terrain. It’s a multi-day showcase of speed, endurance, and tactical skill across a unique landscape that tests the world’s best rally teams.
F1H2O Jeddah GP (28 – 30 Nov, Jeddah)
Jeddah hosts the thrilling UIM F1H2O World Championship round on water. The Grand Prix features high-speed hydroplane racing against the backdrop of the Red Sea, combining adrenaline-pumping sport with a vibrant coastal atmosphere.
Winter at Tantora (18 Dec 2025 – 10 Jan 2026, AlUla)
Inspired by the ancient sundial, this festival offers music, immersive art installations, and sensory experiences amid AlUla’s historic Old Town. It’s a winter celebration steeped in heritage, blending tradition and modern creativity.
MDLBEAST Soundstorm (11 – 13 Dec, Riyadh)
The region’s loudest music festival returns with hundreds of artists across genres, electrifying stages, and a high-energy atmosphere. Soundstorm is a cultural juggernaut that places Riyadh firmly on the global electronic music map.
ATP Next Gen Finals (17 – 21 Dec, Jeddah)
Highlighting the future stars of men’s tennis, this tournament features the top eight under-21 players competing in an innovative format. The event promises fast-paced, dynamic matches showcasing tennis’ next generation.
Winter Wonderland (1 Dec – 15 Jan, Jeddah)
Jeddah’s festive winter-themed attraction delivers rides, shows, games, and family-friendly entertainment, transforming the city into a holiday playground during the cooler months.
WWE Royal Rumble (Jan 2026, Riyadh)
For the first time outside North America, Riyadh hosts the 39th Royal Rumble, WWE’s iconic wrestling event. Expect unforgettable showdowns and theatrics in a landmark moment for Saudi Arabia’s entertainment calendar.
AlUla Arts Festival (5 Jan – 16 Feb, AlUla)
An annual celebration blending heritage and contemporary creativity through exhibitions, live performances, and artist residencies. The festival pushes cultural boundaries and highlights AlUla’s growing global arts presence.
AlUla Desert Polo (16 – 17 Jan, AlUla)
A unique winter polo event set against AlUla’s stunning canyons and dunes. It combines elite sport with fashion and celebration, drawing an international crowd and offering a refined family experience.
FORMULA E (13 – 14 Feb, Jeddah)
Electric street racing hits Jeddah, merging speed and sustainability in a single-seater championship that highlights cutting-edge automotive technology and urban race excitement.
AlUla Skies Festival (16 – 27 April 2026, AlUla)
From hot-air balloon flights to stargazing and moonlit concerts, this festival celebrates everything celestial. It offers moments of wonder beneath the stars in one of the world’s most spectacular natural settings.
FORMULA 1 STC Saudi Arabia Grand Prix (17 – 19 Apr, Jeddah)
More than a race, the Saudi Grand Prix is a global entertainment extravaganza. With high-speed action on the track, live performances, interactive fan zones, and family activities, it’s a must-see for motorsport enthusiasts and culture seekers alike.
The Ronaldo effect
Cristiano Ronaldo arrived in Riyadh with a ball at his feet, but what he found was something deeper. In choosing to stay, extend, and evolve his role, he has become more than a footballer; he is now a fixture in the country’s forward momentum.
Whether starring in the Unreal Calendar, electrifying stadiums, or speaking earnestly about Saudi Arabia as a place of “peace and safety,” Ronaldo has lent his name, legacy, and life to a movement far bigger than sport.
And if the Kingdom gets its way, millions more will soon follow, not just for football, but for everything that comes after.
The unreal calendar: A campaign beyond tourism
Unveiled with Cristiano Ronaldo at its center, the Unreal Calendar is more than a marketing initiative,it’s Saudi Arabia’s open invitation to the world. With the tagline “I Came for Football, I Stayed for More,” the campaign stretches across digital screens, TV spots, and global social media, targeting key markets like Europe, India, and China.
I came here to do what I love, but I #StayedForMore. The people, the energy, and the world-class events that surprise me everyday. Check out the Saudi Unreal Calendar here @visitsaudi #Ad https://t.co/3jIqWTzqhl pic.twitter.com/MIhqpUQyqR
— Cristiano Ronaldo (@Cristiano) September 1, 2025
The cinematic visuals show Ronaldo stepping out from monochrome shadows into vibrant color—symbolizing his journey from footballer to cultural ambassador. “What I admire most about Saudi is how it honors its roots while building for the future,” he says, anchoring the campaign’s ethos in both heritage and ambition.
The calendar spans the cultural and geographic breadth of Saudi Arabia, with a year-round lineup of events in Riyadh , Jeddah, and AlUl, ranging from elite sports and global entertainment to wellness retreats, fashion showcases, and arts festivals. Saudi Arabia is no longer positioning itself as a fleeting attraction; it’s staking its claim as a permanent fixture on the global map of experience-led travel.
Ronaldo’s permanent pivot: “This is where i want to live”
In a heartfelt interview released via Al Nassr’s official YouTube channel, Ronaldo gave his most definitive statement yet about life after football. “My family always supports my decisions, and we’re happy here in Saudi Arabia. The people treat us in an incredibly warm way. That’s why we want to live here and build our lives here,” he said.
The Portuguese icon, who turned 40 earlier this year, confirmed he intends to remain in the Kingdom long after he hangs up his boots. “I will stay two more years as a football player, but also for life because my contribution to this country is not only for football. I want to be part of the country’s growth forever.”
His contract extension until 2027, announced by Al Nassr in June, sees him playing until at least age 42. Since his arrival in late 2022 following his dramatic departure from Manchester United, Ronaldo has scored a staggering 101 goals across all competitions, redefining expectations for an athlete in his fourth decade.
To Ronaldo, Saudi Arabia is more than a league. It’s a "land of peace and safety," a phrase he used to describe his family’s comfort in the country. From desert tracks to esports arenas, from camels to supercars, Ronaldo now sees himself as part of a broader story, the Kingdom’s journey into global sporting relevance.
Vision 2030: The framework behind the calendar
The Unreal Calendar is just the surface. Beneath it lies Vision 2030, Saudi Arabia’s long-term transformation plan to diversify its economy and reshape its global identity.
As part of this strategy, the Kingdom has committed $800 billion towards developing its tourism sector. That investment is already bearing fruit: by 2030, tourism is projected to generate $22.4 billion in market value and contribute $16.5 billion to Saudi GDP.
The calendar plays a key role in this vision, not just by attracting tourists, but by creating lasting infrastructure, inspiring local talent, and expanding entertainment ecosystems. The country has raised its target to 150 million annual visitors by 2030. And the calendar is how they’ll get there.
From bold investments in stadiums and grassroots development to hosting marquee events like the Formula 1 Saudi Arabian Grand Prix, the WTA Finals in Riyadh, and the World Rally Championship in Jeddah, Saudi Arabia is staking its claim as a year-round destination for global audiences.
A year of spectacle: What the unreal calendar delivers
Running through the end of 2025, Jeddah Season turns the Red Sea coast into a nonstop celebration. For 85 days, the city pulses with beach festivals, electrifying concerts, jungle adventures, winter-themed zones, and stylish shopping nights. It’s where music, fashion, food, and family fun come together, making Jeddah the ultimate summer destination in Saudi Arabia. The Unreal Calendar promises not just one season of spectacle, but an entire year of immersion. Here's a look at the highlights through the end of 2025 and beyond:
West Coast Festival (11 July – 31 Oct, Jeddah)
Spanning 85 days across Jeddah’s beaches, this festival offers live music, water sports, and women’s beach experiences, blending thrill with culture in a setting that celebrates the sea, sun, and summer lifestyle along the Red Sea.
Azimuth (25 – 26 Sept, AlUla)
Set among AlUla’s dramatic Thanaya rock formations, Azimuth returns with a global electronic music showcase curated by MDLBEAST. The event combines breathtaking stage designs with performances by Ash, London Grammar, Christian Löffler, and more, fusing nature, art, and sound in an unforgettable weekend.
Riyadh Comedy Festival (26 Sept – 9 Oct)
Saudi Arabia’s first-ever comedy festival takes over Riyadh’s Boulevard City with over 50 comedians from around the world. From sharp satire to stand-up, this growing entertainment highlight brings laughter to the Kingdom’s evolving cultural scene.
Six Kings Slam (15, 16, 18 Oct, Riyadh)
The ANB Arena hosts a tennis spectacle with heavyweights like Novak Djokovic , Carlos Alcaraz, Alexander Zverev, and Taylor Fritz battling over three intense days. Witness raw power and precision as these six kings of the court redefine competition in Riyadh.
AlUla Wellness Festival (24 Oct – 1 Nov)
Nestled in one of the world’s most energizing landscapes, the AlUla Wellness Festival is a holistic celebration of fitness, mindfulness, and renewal. Guests engage in athletic events, meditation, music, and nourishing cuisine, inviting a full reset of body, mind, and spirit.
Longines Global Champions Tour (30 Oct – 1 Nov, Riyadh)
One of equestrian sport’s most prestigious events, the Longines Tour brings elite riders and their renowned horses to Riyadh for thrilling showjumping competitions that combine elegance, skill, and adrenaline.
Riyadh Season Events (Oct 2025 – Mar 2026)
Riyadh transforms into a year-long entertainment powerhouse with cultural events, concerts, and adventure activities. The season promises bigger productions and international draws, positioning the city as a premier global entertainment hub.
WTA Finals 2025 (1 – 8 Nov, Riyadh)
The pinnacle of women’s tennis, the WTA Finals in Riyadh feature the top eight singles players and doubles teams competing for the ultimate championship title. Expect high drama and elite-level competition on Saudi soil.
UCI BMX Freestyle World Cup (4 – 8 Nov, Diriyah)
BMX riders showcase gravity-defying tricks on flat ground, ramps, and halfpipes in Diriyah. The World Cup brings thrilling freestyle routines, urban energy, and intense competition in a sport that blends street culture with athleticism.
Ancient Kingdoms Festival (20 Nov – 6 Dec, AlUla)
A cultural time machine, this festival explores the ancient civilizations of Dadan, Lihyan, and the Nabataeans through performances, archaeological tours, and artifact exhibits. Visitors become “Time Travellers,” diving deep into Saudi Arabia’s rich historical tapestry.
The Ring IV: Night of Champions (22 Nov, Riyadh)
This high-stakes boxing event at the ANB Arena features marquee bouts, including David Benavidez vs. Anthony Yarde and Devin Haney vs. Brian Norman Jr., delivering electrifying title fights that draw global attention to Riyadh’s growing fight scene.
World Rally Championship (26 – 29 Nov, Jeddah)
The WRC returns to Saudi Arabia, challenging drivers on the Kingdom’s rugged desert terrain. It’s a multi-day showcase of speed, endurance, and tactical skill across a unique landscape that tests the world’s best rally teams.
F1H2O Jeddah GP (28 – 30 Nov, Jeddah)
Jeddah hosts the thrilling UIM F1H2O World Championship round on water. The Grand Prix features high-speed hydroplane racing against the backdrop of the Red Sea, combining adrenaline-pumping sport with a vibrant coastal atmosphere.
Winter at Tantora (18 Dec 2025 – 10 Jan 2026, AlUla)
Inspired by the ancient sundial, this festival offers music, immersive art installations, and sensory experiences amid AlUla’s historic Old Town. It’s a winter celebration steeped in heritage, blending tradition and modern creativity.
MDLBEAST Soundstorm (11 – 13 Dec, Riyadh)
The region’s loudest music festival returns with hundreds of artists across genres, electrifying stages, and a high-energy atmosphere. Soundstorm is a cultural juggernaut that places Riyadh firmly on the global electronic music map.
ATP Next Gen Finals (17 – 21 Dec, Jeddah)
Highlighting the future stars of men’s tennis, this tournament features the top eight under-21 players competing in an innovative format. The event promises fast-paced, dynamic matches showcasing tennis’ next generation.
Winter Wonderland (1 Dec – 15 Jan, Jeddah)
Jeddah’s festive winter-themed attraction delivers rides, shows, games, and family-friendly entertainment, transforming the city into a holiday playground during the cooler months.
WWE Royal Rumble (Jan 2026, Riyadh)
For the first time outside North America, Riyadh hosts the 39th Royal Rumble, WWE’s iconic wrestling event. Expect unforgettable showdowns and theatrics in a landmark moment for Saudi Arabia’s entertainment calendar.
AlUla Arts Festival (5 Jan – 16 Feb, AlUla)
An annual celebration blending heritage and contemporary creativity through exhibitions, live performances, and artist residencies. The festival pushes cultural boundaries and highlights AlUla’s growing global arts presence.
AlUla Desert Polo (16 – 17 Jan, AlUla)
A unique winter polo event set against AlUla’s stunning canyons and dunes. It combines elite sport with fashion and celebration, drawing an international crowd and offering a refined family experience.
FORMULA E (13 – 14 Feb, Jeddah)
Electric street racing hits Jeddah, merging speed and sustainability in a single-seater championship that highlights cutting-edge automotive technology and urban race excitement.
AlUla Skies Festival (16 – 27 April 2026, AlUla)
From hot-air balloon flights to stargazing and moonlit concerts, this festival celebrates everything celestial. It offers moments of wonder beneath the stars in one of the world’s most spectacular natural settings.
FORMULA 1 STC Saudi Arabia Grand Prix (17 – 19 Apr, Jeddah)
More than a race, the Saudi Grand Prix is a global entertainment extravaganza. With high-speed action on the track, live performances, interactive fan zones, and family activities, it’s a must-see for motorsport enthusiasts and culture seekers alike.
The Ronaldo effect
Cristiano Ronaldo arrived in Riyadh with a ball at his feet, but what he found was something deeper. In choosing to stay, extend, and evolve his role, he has become more than a footballer; he is now a fixture in the country’s forward momentum.
Whether starring in the Unreal Calendar, electrifying stadiums, or speaking earnestly about Saudi Arabia as a place of “peace and safety,” Ronaldo has lent his name, legacy, and life to a movement far bigger than sport.
And if the Kingdom gets its way, millions more will soon follow, not just for football, but for everything that comes after.
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