Legendary footballer Lionel Messi shatters Saudi stereotypes 

The Go Beyond What You Think campaign celebrates the Kingdom’s culture.

Legendary footballer Lionel Messi has been showing his support for Saudi Arabia. The Saudi Tourism brand ambassador starred in a new promotional video, which aims to challenge stereotypes in the Kingdom. 

VisitSaudi’s Go Beyond What You Think video already has more than 46 million views on Messi’s Instagram. The footage shows walls with statements about Saudi Arabia, which range from “closed culture” to “just a desert”. 

Messi is seen dramatically kicking a football to the walls, which fall down to display images of activities. The video includes exciting experiences: AlUla’s hot air balloons, Diriyah E-Prix and Riyadh Season. Plus, it shows women in unexpected roles including the female DJ Cosmicat; the first Saudi woman in space, Rayyanah Barnawi; and women playing football.

Messi has been enjoying his new role as a Saudi Tourism brand ambassador. In 2022, the sports star was declared the brand ambassador, and made a visit to Jeddah’s sights and Jeddah Season. 

In May 2022, he visited Riyadh with his family and was snapped enjoying a Saudi breakfast, boardgames and wildlife. In 2021, he was featured on promotional posters for Riyadh Season, and Cirque du Soleil created a special show celebrating the footballer for the festival. 

Footballer Lionel Messi hails from Rosario, Argentina. He is currently playing for Inter Miami CF, and bought the Argentinian team to victory in the 2022 FIFA World Cup in Qatar. Plus, he is scheduled to play in Saudi Arabia with Inter Miami CF on 29 January and 1 February.

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GO: Visit www.visitsaudi.com for more information.