SURJ Sports Investment

What SURJ Sports Investment does

SURJ Sports Investment is a wholly-owned subsidiary of Saudi Arabia's Public Investment Fund (PIF), established in August 2023 as SRJ Sports Investments and rebranded to its current name in May 2024. Headquartered in Riyadh, Saudi Arabia, with a team of 51-100 employees, the company operates as the sovereign fund's primary investment vehicle for the sports sector, mandated to accelerate the growth of Saudi Arabia's and the broader MENA region's sports ecosystem in alignment with Saudi Vision 2030 and the National Sports Strategy.

SURJ runs a platform-plus-portfolio model combining minority equity acquisitions in global sports rights holders with the creation of new regional sports IP. Notable portfolio investments include the Professional Fighters League (PFL), the Professional Triathletes Organisation (PTO), and DAZN (the global sports streaming platform). The company has co-founded several regional ventures: PFL MENA (regional MMA league launched 2024), Kings League MENA (seven-a-side football joint venture launched May 2025), DAZN MENA (broadcasting joint venture announced February 2025), and the ATP Masters 1000 Saudi Arabia tournament (announced October 2025, first expansion of the Masters 1000 category since 1990, beginning as early as 2028). Complementary partnerships include a strategic MoU with Leejam Sports (Saudi Arabia's Fitness Time gym network) covering facility operations, co-investment, and data integration, plus a Royal Commission for AlUla agreement to develop AlUla as a year-round multi-sport destination.

The business model is investment-return-driven rather than product-sales-driven: SURJ captures value through equity appreciation in portfolio companies, broadcasting JV economics via DAZN MENA, sponsorship rights (including a gold sponsorship of Al-Ittihad Club), and co-ownership of new IP. Distribution is sales-led and bilateral — direct investment agreements and strategic partnerships with global sports organizations, complemented by participation in industry events such as SPORTEL Monaco. All capital is sourced from PIF's $700B+ AUM, eliminating external fundraising risk and enabling aggressive deal-making across MENA and global markets.

Name

SURJ Sports Investment

Legal name

SURJ Sports Investment

Website

https://surjsports.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

51–100 employees

Short description

SURJ Sports Investment is a PIF-backed sports investment platform that acquires minority stakes in global sports rights holders (PFL, PTO, DAZN) and co-creates regional sports IP (Kings League MENA, ATP Masters 1000 Saudi Arabia) to develop the MENA sports ecosystem under Vision 2030.

Ownership category

akta.pro rank

Product category

Sports Investment

NAICS

All Other Financial Investment Activities (52399), Promoters of Performing Arts, Sports, and Similar Events (7113), Spectator Sports (71121)

SIC

Investment Advice (6282), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

akta.pro secondary industries

Sports Business Consulting & Advisory (Strategy, Valuation, Due Diligence) (MPAKAKAL), Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK)

Keywords

• Sports investment
• Strategic equity
• Sports IP
• Media rights
• Sports partnerships

Headquarters

HQ city

Jeddah

HQ country

Saudi Arabia

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Investment Returns: SURJ generates returns through equity stakes in sports organizations including PFL, PTO, DAZN, and ATP. The company acquires minority ownership positions in high-growth sports properties and participates in funding rounds alongside other institutional investors.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

SURJ Sports Investment is a PIF-owned sports investment company that acquires minority equity stakes in global sports rights holders, creates new regional sports IP and event properties, and develops broadcasting and sports infrastructure joint ventures across Saudi Arabia and the MENA region. The company also negotiates strategic partnerships and sponsorships aligned with Saudi Vision 2030's sports sector objectives.

Product overview

SURJ Sports Investment (a Public Investment Fund company) is a sports investment powerhouse that operates as a platform-plus-portfolio model. Its core offering is the SURJ Sports Investment Platform, which manages a growing portfolio of sports investments and partnerships across the global sports ecosystem. Key portfolio holdings and initiatives include: equity investments in DAZN (global sports streaming platform) with a DAZN MENA broadcasting joint venture; strategic investment in the PTO (T100 Triathlon World Tour); a landmark partnership with ATP for a new ATP Masters 1000 tournament in Saudi Arabia (as early as 2028); a joint venture with Kings League to launch Kings League MENA; a PFL investment including the PFL MENA regional MMA league; and an AlUla sports events development partnership. The company also holds a gold sponsorship of Al-Ittihad Club and a strategic partnership with Enfield Investment Partners. Supporting infrastructure includes a MoU with Leejam Sports (Fitness Time) covering facility operations, co-investment, data and technology, and content production. All initiatives are aligned with Saudi Vision 2030 and the National Sports Strategy.

Differentiator

Problem solved

Functional benefit

Products and services

• SURJ Sports Investment Platform A sports investment platform operated by PIF that makes strategic global equity investments in sports rights holders and enablers across the global sports ecosystem, with a mandate to develop the MENA sports sector.
• PFL MENA Regional Mixed Martial Arts (MMA) league launched in 2024 as an international regional league under the Professional Fighters League (PFL) umbrella, focused on Saudi Arabia and the MENA region.
• ATP Masters 1000 Saudi Arabia New ATP Masters 1000 tennis tournament to be hosted in Saudi Arabia as early as 2028, including a nationwide grassroots tennis program with the Saudi Tennis Federation.
• DAZN MENA Broadcasting joint venture between SURJ Sports Investment and DAZN, the global sports streaming platform available in 200+ markets, providing official live and on-demand content distribution for Saudi sport and Saudi-based events.
• Kings League MENA Regionally anchored version of the seven-a-side football league founded by Gerard Piqué, structured as a joint venture between SURJ and Kings League, with Saudi Arabia as the inaugural host.
• PTO / T100 Triathlon World Tour Investment Strategic equity investment by SURJ in the Professional Triathletes Organisation (PTO), which operates the T100 Triathlon World Tour featuring the world's top professional triathletes.

Quantifiable outcome

• 50% of Saudis now engage in weekly physical activity (up from 13% in 2015)
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered major, flagship, core and minor.

• Royal Commission for AlUla (RCU)majorStrategic or Co-development Partner · 22 January 2026RCU signed an MoU with SURJ Sports Investment to explore development of international sporting events and long-term sports investment in AlUla, positioning it as a year-round multi-sport destination. The partnership aims to host events including PFL MENA series, tennis, polo, cycling, athletics, and show jumping, with plans to evaluate multi-year polo hosting rights from 2027.
• ATP (Association of Tennis Professionals)flagshipStrategic or Co-development Partner · 23 October 2025SURJ Sports Investment partnered with ATP to establish the first ATP Masters 1000 tournament in Saudi Arabia, scheduled to begin as early as 2028. This marks the first expansion of the Masters 1000 category since its inception in 1990. The new tournament will be the 10th ATP Masters 1000 event globally, joining Indian Wells, Miami, Monte-Carlo, Madrid, Rome, Toronto/Montreal, Cincinnati, Shanghai, and Paris. SURJ will become a shareholder in ATP Media, the Tour's global broadcast and media arm.
• Leejam Sports CompanycoreStrategic or Co-development Partner · 30 July 2025SURJ Sports Investment signed an MoU with Leejam Sports Company, operator of Saudi Arabia's leading Fitness Time gym network (publicly listed on Tadawul). The partnership covers six areas: stadia and fitness facility operations, co-investment in sports properties, sponsorship and brand engagement, community activation, data and technology integration, and content production. Leejam operates Saudi Arabia's largest fitness center network.
• Kings LeaguecoreStrategic or Co-development Partner · 27 May 2025SURJ Sports Investment partnered with Kings League to launch Kings League MENA, a regionally anchored version of the seven-a-side football league founded by Gerard Piqué. The joint venture will become the seventh league in Kings League's global portfolio, with Saudi Arabia as the inaugural host. The league brings digital-first fan experiences and creates a platform for football talent across MENA.
• DAZNcoreStrategic or Co-development Partner · 17 February 2025SURJ Sports Investment acquired a minority stake in DAZN, the global sports streaming platform available in 200+ markets. The partnership includes establishment of DAZN MENA, a broadcasting joint venture to unlock new opportunities for Saudi Arabia's growing sports sector. DAZN serves as SURJ's official streaming and broadcast partner for live and on-demand content.
• Enfield Investment PartnersmajorStrategic or Co-development Partner · 13 January 2025SURJ Sports Investment signed a strategic partnership with U.S.-based Enfield Investment Partners, which launched a $4 billion global sports asset fund. The partnership aims to discover and harness prospective growth opportunities in global sports properties and assets including sports teams, leagues, media, and sport infrastructure. Enfield will establish a presence in SURJ's Riyadh offices.
• Al-Ittihad ClubminorChannel Partner/ Reseller/ Distributor · 7 August 2023SURJ signed a gold sponsorship agreement with Al-Ittihad Club, Saudi Arabia's oldest sports club established in 1927. The sponsorship includes logo placement on the club's football kit, LED billboard visibility, and media interview backdrop branding. Al-Ittihad won the AFC Champions League twice consecutively in 2004 and 2005.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• CVC Capital Partners: Global private equity firm with significant sports league and federation investments (Formula 1, La Liga, Premiership Rugby, Volleyball World). Comparable to SURJ as a large-scale institutional investor in elite sports rights and event IP, but operating from a traditional fund-driven PE model.
• Silver Lake: Large-cap PE investor with sports and entertainment exposure including minority stake in City Football Group and prior Endeavor/sketchers deals. Comparable to SURJ as a large, capital-heavy investor in international sports and media assets.

Direct peers

• Mubadala Investment Company: Abu Dhabi sovereign investor with strategic sports and entertainment exposure (including minority stake in City Football Group/Manchester City and broader sports infrastructure investments). Closest Gulf-comparable sovereign deploying capital into global sports assets.
• Avenue Sports Fund: Sports-focused investment fund affiliated with Avenue Capital Group, deploying capital into global sports teams, leagues, and media rights. Directly comparable to SURJ as a dedicated sports-investment platform pursuing global rights-holders.
• Bruin Sports Capital: Sports-focused investment firm with holdings across media rights, data, and sports businesses (including PG Golf, Engine Shop, Premier Boxing Champions). Comparable to SURJ in making strategic equity and partnership bets across the global sports ecosystem.
• Arctos Sports Partners: Sports-focused PE firm making minority investments in sports teams, leagues, and adjacent businesses across the NBA, MLB, NHL and European football. Closely comparable to SURJ's minority-equity strategy in established sports organizations and leagues.
• City Football Group: Abu Dhabi United Group-backed multi-club ownership platform (Manchester City, NYCFC, Melbourne City, etc.). Comparable to SURJ as a Gulf sovereign-backed vehicle creating global sports IP portfolios with cross-market reach.
• RedBird Capital Partners: Sports-focused private equity platform with holdings in AC Milan, Liverpool FC, Fenway Sports Group assets, and various media/IP plays. Comparable to SURJ's profile of minority equity + co-development partnerships across global sports properties.
• Qatar Sports Investments (QSI): Qatar's sovereign-wealth-owned sports investment vehicle, best known for owning Paris Saint-Germain and significant stakes in other global sports properties. Most directly comparable peer to SURJ as a Gulf sovereign capital deploying into international sports rights, clubs, and IP.
• Enfield Investment Partners: U.S.-based manager that launched a $4 billion global sports asset fund and is itself a SURJ strategic partner. Comparable as a capital partner building exposure to global sports properties, teams, leagues, and infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/surj_sports
• Facebookfacebook.com/SURJSportsInvestment

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SURJ Sports Investment