RIYADH, SAUDI ARABIA – The Public Investment Fund (PIF) on Sunday announced the establishment of SRJ Sports Investments – a company that aims to accelerate the growth of the sports sector in Saudi Arabia and MENA.
SRJ Sports Investments will invest in acquiring and creating new sports events IP, commercial rights of popular and prominent sports competitions and hosting major global events in Saudi Arabia.
These investments are expected to deliver financial returns and localize partnerships domestically and in the MENA region.
The new company will target businesses specialized in offering unique fan engagement activities and transformative sports technology across the industry, bolstering Saudi Arabia’s position as one of the world’s leading sports and entertainment destinations.
Head of MENA Direct Investments at PIF Raid Ismail said, “SRJ Sports Investments Company will accelerate the growth of the sports sector in Saudi Arabia and the MENA region by creating and investing in international sports.”
He said, “It will also help enhance the fan experience through hosting major global events and investing in transformative technologies.”
He added, “The company will complement other PIF investments in the sports sector, all of which are contributing to a more vibrant society, in line with PIF’s strategy and Saudi Vision 2030.”
As a long-term investor, the entertainment, leisure, and sports sector are one of PIF’s 13 priority areas for investment.