In recent years, Saudi Arabia has rapidly expanded its global sports footprint through billion-dollar investments and high-impact partnerships – all aligned with its Vision 2030 strategy to diversify the economy, boost global influence, and become a sports and entertainment powerhouse.
Now it feels like this is gathering pace, across multiple sports simultaneously. Just in Q1 of 2025, we’ve seen a wave of major deals and announcements.
The Key Players: PIF, SRJ, and Sela
At the heart of these investments is Saudi Arabia’s Public Investment Fund (PIF) – one of the world’s largest sovereign wealth funds – alongside its sports-focused subsidiaries SRJ Sports Investments and Sela. Together, these entities are executing a multi-sport strategy with both domestic and global ambitions.
And these below are the major moves only from early 2025:
1. $1 Billion Investment in DAZN – Streaming and Global Reach
In February 2025, SRJ Sports Investments announced a $1 billion investment in DAZN, the UK-based sports streaming giant. This move is particularly strategic: by embedding itself in DAZN, Saudi gains global streaming infrastructure, audience access, and content rights- all critical assets as it develops domestic leagues and international partnerships.
2. Global T20 League – Cricket’s Next Big Frontier
Saudi Arabia’s entry into cricket is potentially game-changing. Backed by an $500 million investment, the proposed Global T20 League aims to turn around the sport’s commercial landscape. Expect this to be a high-stakes play for influence in a sport traditionally dominated by the Indian subcontinent.
3. $327M in One Cycling – Rebuilding from the Ground Up
Cycling is also on the Saudi radar. SURJ Sports invested $327 million in One Cycling, a new global league aiming to unify fragmented pro cycling teams and events. The goal? Modernize and centralize cycling under a more commercial, media-friendly format, similar to what LIV Golf is doing in golf.
4. Boxing & Basketball – Expanding the Portfolio
In March 2025, Sela formed a partnership with TKO Group Holdings (the parent company of UFC and WWE) to promote boxing events in the region. This complements Saudi’s existing dominance in hosting mega-fights.
Meanwhile, Sela is also supporting the creation of a $5 billion international basketball league, further diversifying the Kingdom’s reach across popular team sports.
5. Multisport Strategy and US Market Access
SRJ’s strategic partnership with Enfield Investment Partners, a U.S.-based advisory firm, signals Saudi Arabia’s intention to tap into American sports properties and innovation. This collaboration is likely to open doors to future deals across NFL, NBA, or even sports tech startups.
Sports Investment Forum
Additionally, the Saudi Sports Investment Forum launched by the Ministry of Sports aims to bring together global stakeholders, laying the groundwork for even more deal-making and thought leadership from the region.
Get in touch if you want to join us there from 7-9 April, 2025.
What This Means for the Global Sports Industry
This wave of investments mirrors strategies used by tech giants: own the platform (DAZN), the content (leagues), the distribution (streaming rights), and the brand (global events).
For professionals in sports business, this means:
- Increased capital flows into emerging sports properties
- Shifting power centers in sports governance
- New career and collaboration opportunities across the Middle East
- A need to watch SRJ and PIF closely as major players reshaping the future of sports
Saudi’s vision is bold and unapologetically ambitious. Saudi Arabia is no longer just hosting marquee events, it’s becoming a global sports operator, owner, and innovator. Whether it’s cricket or cycling, media or mega-leagues, the message is clear: The Kingdom is playing to win on every front.
