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PIF launches sports investment company to advance Saudi Arabia’s sports landscape


File photo: PIF

Saudi Arabia’s Public Investment Fund (PIF) on Sunday launched SRJ Sports Investments company in a momentous stride towards advancing the sports landscape in the Kingdom and the broader Middle East and North Africa (MENA) region, Saudi Press Agency (SPA) announced.

SRJ Sports Investments is strategically poised to fuel the expansion of the sports sector by acquiring and generating new intellectual property (IP) for sports events, securing commercial rights for renowned sporting competitions, and orchestrating the hosting of major international events within the Kingdom.

The establishment of SRJ Sports Investments aligns seamlessly with PIF’s commitment to driving economic diversification and stimulating various sectors in line with Saudi Vision 2030. By leveraging the power of sports, the new company aims to foster financial growth and forge domestic and MENA partnerships.

One of the central goals of SRJ Sports Investments is to bolster its engagement with sports enthusiasts by exploring unique fan-focused activities, according to SPA. The company is set to explore transformative sports technology solutions, marking another step towards Saudi Arabia becoming a global hub for both sports and entertainment.

Head of MENA Direct Investments at PIF Raid Ismail said, "We are thrilled to announce the establishment of SRJ Sports Investments Company to accelerate the growth of the sports sector in Saudi Arabia and the MENA region, by creating and investing in international sports IP, enhancing the fan experience through hosting major global events and investing in transformative technologies. 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 is one of PIF’s 13 priority sectors for investment.


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