What Sela does

Sela, founded in 1997 in Jeddah and wholly owned by Saudi Arabia's Public Investment Fund (PIF), is an integrated operator across sports, entertainment, culture, leisure, and hospitality. The company runs three core business lines: Spectacular Experiences (event management, media production, master planning, IP creation), Iconic Destinations (construction, fit-out, leasing lifecycle, and facility management for owned venues), and Comprehensive Solutions (sponsorship identification, media channels, retail/F&B masterplans, light shows, access control and security). Its owned destination portfolio includes VIA Riyadh, Boulevard City (837,000 SQM), Boulevard World, Jeddah Superdome (Guinness record, 35,000 capacity), Jeddah Promenade, Jeddah Yacht Club and Marina, and the Riyadh Exhibition and Convention Center (8.7M annual visitors); its event portfolio includes Riyadh Season (8M+ visitors in 2022), Jeddah Season, Spanish Super Cup, and Italian Super Cup.

Sela makes money through a blend of event production and ticketing, venue leasing and F&B/retail concessions, sponsorship sales and rights commercialization, facility management fees, and destination development contracts. Its customer base is functionally the Saudi state via PIF/General Entertainment Authority mandates, supplemented by global brand partners (Newcastle United, adidas, TKO, WWE, Live Nation) and JV partners (Origin Sports Group, Talaat Moustafa Group, TKO Group Holdings in Zuffa Boxing). The company operates a 1,001–5,000 employee organization with a Board chaired by H.E. Shihana AlAzzaz and led operationally by co-founder and Managing Director Dr. Rakan AlHarthy; in March 2025 it established a London international headquarters under Stewart Hosford and has expanded into Egypt, the UK, and the US via partnerships and joint ventures.

The company's strategic positioning is structurally defined by Saudi Vision 2030: Sela functions as PIF's operational arm for entertainment sector buildout, executing giga-projects (Riyadh Season, Jeddah Season) and building venue infrastructure that few private operators globally could finance. Pricing and revenue mechanics are not publicly disclosed; the model is contract- and mandate-driven rather than freestanding commercial. Internationally, the London HQ, Zuffa Boxing JV (60% Sela / 40% TKO), Egypt alliance with Talaat Moustafa, and adidas/Newcastle United sponsorships indicate a deliberate pivot toward global IP ownership and cross-border distribution, reducing future reliance on Saudi-only demand.

Name

Sela

Legal name

Sela

Website

https://sela.sa

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Sela, a PIF-owned Saudi operator founded in 1997, delivers mega-scale entertainment experiences, owns iconic destinations (Jeddah Superdome, Boulevard City, VIA Riyadh), and runs Riyadh/Jeddah Seasons, expanding globally via London HQ, Zuffa Boxing JV, and Egypt partnership.

Ownership category

akta.pro rank

Headquarters

HQ city

Jeddah

HQ country

Saudi Arabia

HQ region

Middle East

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Core offering

Sela creates and operates large-scale live experiences and entertainment destinations across the MENA region and selected international markets. It provides end-to-end event management and media production, develops and operates iconic entertainment venues and seasonal districts (including the Guinness World Record-holding Jeddah Superdome), and delivers comprehensive sponsorship, retail, F&B, hospitality, and venue-operation solutions for brands, sports federations, and government partners.

Product overview

Sela is a dynamic creator of spectacular experiences and iconic destinations across recreational industries, operating as a platform of interconnected products and services. The core offering spans three main areas: Spectacular Experiences (event management, media production, sports programs), Iconic Destinations (development and management of entertainment venues), and Comprehensive Solutions (ticketing, sponsorship, retail/F&B, light shows, security). Key branded destinations include VIA Riyadh, Boulevard City, Boulevard World, Jeddah Superdome, Jeddah Promenade, Jeddah Yacht Club and Marina, and Riyadh Exhibition and Convention Center. Major events include Riyadh Season, Jeddah Season, Spanish Super Cup, Italian Super Cup, and the Zuffa Boxing Promotion (joint venture with TKO). The company also maintains sponsorship partnerships including Newcastle United front-of-shirt sponsorship.

Differentiator

Problem solved

Functional benefit

Brands

• VIA Riyadh: Ultra-luxury destination in Riyadh featuring St. Regis Hotel, Renaissance Theatres, gardens, and premium shopping/dining.
• Boulevard City
• Boulevard World
• Jeddah Superdome
• Jeddah Promenade
• Riyadh Exhibition and Convention Center
• Jeddah Yacht Club and Marina
• Zuffa Boxing

Products and services

• Spectacular Experiences World-class experience and event management and media production services, including master planning, engineering, audio/video/visualization, research and patenting, and IP creation and monetization. For brands, sports federations, and government entities seeking to deliver live experiences.
• Iconic Destinations Construction and fit-out services, leasing lifecycle support, facility management, and destination development across entertainment and hospitality sectors. For investors, brand partners, and tenants of Sela-developed venues.
• Comprehensive Solutions End-to-end operational services for experiences including sponsorship identification, exclusive media channels, retail and culinary masterplans, light shows, and access control and security. For brands and event organizers.
• VIA Riyadh Ultra-luxury urban destination in Riyadh featuring the St. Regis Hotel (83 keys), Renaissance Theatres, gardens, premium retail shops, and restaurants across 125,000 SQM. For luxury travelers, premium shoppers, and high-end diners.
• Boulevard City Foremost recreational complex in the Middle East featuring a fountain zone, studio zone, square zones, Trocadero zone, music zone, garden zone, and sports zone across 837,000 SQM. For families and general visitors seeking entertainment and recreation.
• Boulevard World Entertainment area with 10 themed zones from different countries, featuring the world's largest artificial lagoon (120,000 SQM), The Sphere theatre, and a 33.7m Grendizer sculpture. For families and international tourists.
• Riyadh Exhibition and Convention Center Largest exhibition complex in the region with 90,000 SQM indoor area, a dedicated airfield with 9 aprons and 8 helipads, supporting 8.7M annual visitors. For exhibition organizers, conference hosts, and trade-show operators.
• Jeddah Promenade Seaside destination along the Red Sea with a 1.7 KM walkway, 10 art installations, 50+ restaurants and cafes, and retail shops across 141,000 SQM. For residents, tourists, and diners seeking waterfront leisure.
• Jeddah Superdome

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves7 records

Expansion highlights6 records

Emerging players

• Cirque du Soleil Entertainment Group: Globally recognized creator of large-scale live entertainment spectacles and IP-driven shows; comparable as both build IP-heavy, experience-led entertainment products that monetize via ticketed shows, resident venues, and global tours.

Regional players

• Qiddiya Investment Company: Saudi PIF-owned giga-project developing a 334 sq km entertainment and tourism city; most direct strategic peer given shared PIF ownership, Saudi Vision 2030 mandate, and overlap in entertainment destination development.
• Meraas: Dubai-based diversified entertainment and real estate developer (La Mer, City Walk, Ain Dubai); comparable regional peer building integrated entertainment destinations across the GCC under a sovereign-linked ownership model.
• MDLBEAST: Saudi Arabia-based music entertainment platform behind the Soundstorm festival; directly comparable regional peer within the same Saudi entertainment ecosystem, focused on large-scale music festivals and ticketed live experiences.

Direct peers

• TKO Group Holdings: Parent of UFC and WWE; Sela's 60/40 JV partner in Zuffa Boxing. TKO operates premium combat-sports IP and global PPV/broadcast distribution, the same combination Sela is targeting for Saudi Arabia-headquartered boxing promotion.
• ASM Global: World's largest venue and event management company operating 350+ arenas, stadiums, and convention centers; directly comparable to Sela's venue management, facility services, and event operations across Jeddah Superdome, Riyadh Exhibition and Convention Center, and Boulevard City.
• Live Nation Entertainment: Largest global live entertainment company and concert promoter; comparable because Live Nation Middle East (per James Craven testimonial on Sela's site) is a direct partner for Riyadh Season and Sela operates the same mega-event production, venue management, and sponsorship monetization stack.
• AEG (Anschutz Entertainment Group): Global sports and live entertainment operator that owns/operates arenas, stadiums, and festivals (Coachella, The O2); directly comparable to Sela as both build and operate integrated entertainment destinations, sell sponsorships, and run mega-events end-to-end.

Broad incumbents

• Endeavor (IMG / WME): Global sports and entertainment representation, events, and rights company (IMG owns La Liga MENA rights — a business Sela historically held); comparable because both broker sports rights, represent talent, and run global event portfolios.
• Madison Square Garden Entertainment (MSG Entertainment): Operates iconic entertainment and sports venues (MSG, Sphere Las Vegas) with venue-based concerts, events, and sponsorship revenue; comparable to Sela's destination-and-experience platform model, especially given Sela's ownership of The Sphere Riyadh.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/sela
• Facebookfacebook.com/Sela
• LinkedInlinkedin.com/company/sela

Revenue estimate

Valuation estimate

Number of profiles

Profiles22 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Sela