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posted on May. 25, 2026 at 5:45 pmMay 26, 2026

Saudi campaign reveals kids who surprised Cristiano Ronaldo – and the internet

posted on May. 25, 2026 at 5:45 pmMay 26, 2026

Community Jameel Saudi in collaboration with Jameel Motorsport turn a global football ritual into a powerful platform for purpose.

Serviceplan Jameel Motorsport Cristiano Ronaldo

In a region where football is more than just a sport, and the focus often remains football celebrities such as Cristiano Ronaldo, Community Jameel Saudi in collaboration with Jameel Motorsport have redefined what a matchday moment can mean for underprivileged children.
Together with Serviceplan Arabia – the creative agency behind the concept, strategy and execution of the activation – the brands launched Future Goals, a first-of-its-kind campaign that transformed one of football’s most familiar traditions into a global statement about ambition, opportunity and the power of dreams.

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Tags:ambitions brand amplification Community Jameel content Cristiano Ronaldo CSR activation CSR campaign dreams film campaign internal communications Jameel Motorsport jumbo screen messaging Munir Khoja on-ground player walkout PR Rami Hmadeh Sameer Suri Saudi Arabia Saudi campaign Serviceplan Arabia Serviceplan Group Serviceplan Groupe Middle East social media underprivileged children

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.