Home » News » Cristiano Ronaldo turns down $9.5 million a year to front Saudi Arabian tourism campaign

29 January, 2021

Cristiano Ronaldo turns down $9.5 million a year to front Saudi Arabian tourism campaign

Portuguese football megastar Cristiano Ronaldo has reportedly turned down a €6 million ($9.5 million) a year deal to promote Saudi Arabian tourism.

The 35-year-old striker, who currently plays for Italian club side Juventus, reportedly knocked back the deal due to Saudi Arabia’s appalling human rights record.

According to the UK’s The Telegraph Sport, Saudi Arabia’s tourism authority wanted to use Ronaldo in a series of ads targeting Europeans that showed the staunchly conservative kingdom as the ideal place to holiday.

It’s been reported that Argentinian superstar Lionel Messi was also offered the gig. However, the claim has not been confirmed by his management.

Saudi Arabia is desperate to throw off its reputation as an authoritative Muslim state and attract more global visitors, as its neighbours Dubai and Qatar have worked hard to do in recent times.

It has faced global condemnation for murdering journalists critical of the country’s authoritarian rulers and the treatment of dissidents and human rights activists. In 2018, Saudi Arabia carried out 184 executions – the third most of any country behind China and Iran.

Saudi Arabia has been flogging its ‘Welcome to Arabia’ tourist campaign to the world since it was unveiled in 2016. Government officials believe the kingdom can no longer rely on oil for much of its revenues, and tourism could prove the ideal replacement.

https://www.youtube.com/watch?v=r6bvyTgSTZo

In 2017, some 16 million tourists visited the country; however, much of the numbers were to do with religious pilgrimages and the annual Hajj.

In 2019, it was reported that tourism was worth $US25 billion ($32.7 billion) annually to the country. Putting that in perspective, tourism to Australia is worth over $60 billion annually.

And not that Ronaldo needs the work. In June this year, Forbes reported he’d become soccer’s first-ever billionaire, thanks namely to his annual $50 million a year salary from Juventus and a swathe of sponsors such as American Tourister, Tag Heuer, KFC, and Herbalife Nutrition.

Featured image source: Wikimedia Commons/Anton Zaitsev

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Cristiano Ronaldo destination destination: marketing destinations saudi arabia Saudi Arabian tourism Saudi Tourism Authority tourism campaign