It begins with sound. The roar of Formula 1 engines sweeping the Jeddah Corniche. The chants of football fans gathering in Riyadh’s warm night. The breathless quiet before a knockout punch lands in a packed arena. And the bright, unmistakable chorus of young Saudi women stepping onto fields and into leagues that did not exist a decade ago. These are no longer echoes from other capitals – they are the soundtrack of a Kingdom that is moving deliberately, and decisively, into the centre of world sport.

Behind the spectacle stands a builder: SURJ Sports Investment, launched by the Public Investment Fund in 2023 to elevate Saudi Arabia to the very top of global sport and to leave behind not just headlines, but a legacy of economic and social impact.

This design began with mixed martial arts, the fastest-growing sport globally. In 2024, SURJ powered the launch of the Professional Fighters League’s MENA championship, which soon became a symbol within Saudi Arabia not just of meritocracy, but also inclusion and national momentum. In particular, Abdullah AlQahtani’s championship run gave the Kingdom a titleholder and Hattan Alsaif made history as the first Saudi woman to join a global promotion, expanding what is imaginable in a country where women’s participation in sport has grown by almost 150% since 2015.

Investments in innovative sports formats have followed. This year, SURJ announced the launch of a joint venture to bring Kings League, the digital-native seven-a-side football league founded by football legend Gerard Piqué, to the region. Most recently, SURJ led a reported $40 million funding round in the Professional Triathletes Organisation (PTO), championing a pioneering athlete-led model that is set to increase sports and fitness participation across the Kingdom and wider MENA region.

Saudi Arabia’s sporting transformation now has a platform capable of carrying its story far beyond its borders. In a reported $1 billion landmark deal in February, SURJ acquired a stake in DAZN, securing a streaming and broadcast partner to showcase the best of Saudi sport and Saudi-based events to the world, and a joint venture partner to establish DAZN MENA, the region’s Arabic-first premium streaming platform.

And yet the real story is still being written: Saudi Arabia’s hosting of the AFC Asian Cup in 2027, the Asian Winter Games in 2029, and the FIFA World Cup in 2034 will mark milestones of global leadership built on world-class infrastructure and spectacular hospitality and entertainment experiences. The Kingdom has shown not only that it can dream big, but that it can deliver faster, stronger, and on a scale that places it in a league of its own.

SURJ is not merely an investor: it is an architect of the future, weaving together culture, commerce, and community. We sat down with CEO Danny Townsend to discuss the remarkable progress to date and the strategy, leadership and vision shaping the transformation of Saudi Arabia’s – and the world’s – sports ecosystem.

Inside Saudi (IS) – You have been very active as SURJ Sports Investment’s CEO. Could you please share more details about SURJ’s vision, core mandate, and how it aligns with the broader objectives of Vision 2030?

Danny Townsend (DT) – SURJ Sports Investment exists to be a catalyst for sport – in Saudi Arabia and globally – by backing properties, platforms, and infrastructure that deliver commercial returns whilst driving long-term growth for the wider sports ecosystem.

Our mandate is clear: deploy capital strategically into sports and adjacent sectors that grow audiences, deepen fan engagement, attract and help develop world-class talent, and create sustainable value that endures beyond any single event or season.

Everything we do is rooted in Vision 2030, from increasing participation and improving quality of life, to diversifying the economy and positioning Saudi Arabia as a global hub for sport, tourism, and entertainment.

This isn’t just about hosting world-class events. It’s about building capabilities, developing local and regional talent, and creating new pathways for fans and athletes to connect with sport at every level, leaving a legacy of opportunity long after the final whistle.

IS – We see the sports investment landscape being mostly dominated by American institutional investors. What differentiates SURJ from other sports investors operating today?

DT – Many global investors approach sport purely as a financial asset. We see sport as both a business and a platform for cultural, social, and economic impact – which means our investment decisions are guided by a strategic, ecosystem-wide perspective rather than short-term profit alone.

Our portfolio is deliberately interconnected – spanning sports properties, media platforms, and enabling infrastructure – so that each asset amplifies the value of the others. This creates synergies that deliver both commercial returns and cultural relevance.

We are distinctive in having the scale, national mandate, and long-term horizon to invest across multiple sports and geographies at once, whilst ensuring every investment strengthens the domestic Saudi sports ecosystem.

We also have a higher tolerance and appetite for backing innovation early. Properties like the Kings League and PTO show our willingness to invest in emerging formats and youth-oriented sports that reimagine the fan experience and attract the next generation of audiences, where more traditional investors might hesitate.

IS – How does SURJ define success beyond traditional financial returns?

DT – Financial performance is essential, but for us, true success is multidimensional – measured not just in profit, but in the depth, reach, and lasting value of what we build. We track success through three core outcomes.

Firstly, growth in fan engagement and reach – expanding audiences locally, regionally, and globally.

Secondly, quality and depth of partnerships – working with rights-holders, brands, and communities in ways that create shared value.

Thirdly, reputation and capability building – enhancing Saudi Arabia’s profile as a credible, influential player in the global sports industry.

We also evaluate how each investment advances societal impact, from inspiring greater sports participation and healthier lifestyles, to creating pathways for employment, skills development, and entrepreneurship in sport, media, and events – in line with the ambitions of Vision 2030.

Ultimately, our goal is to leave a legacy that is both economic and social – one that endures well beyond any single tournament, season, or investment cycle.

IS – You recently announced a deal with the Professional Triathletes Organisation. What made this particular investment an opportunity SURJ could not miss?

DT – The PTO brings together everything we look for in an investment: a growing global sport with high participation rates, an athlete-led governance model, and a commercial framework primed for innovation and global expansion.

It is reimagining endurance sport for modern audiences, blending elite competition with inclusive, mass participation formats, global storytelling, and community engagement.

Triathlon’s mix of endurance, strategy, and compelling narratives makes it highly engaging for fans, especially in digital-first broadcast formats that connect with younger audiences.

The PTO already has a strong competitive calendar and broadcast footprint, but also huge upside in brand building, fan engagement, and regional growth, particularly with the planned expansion of the T100 Triathlon World Tour into the MENA region.

For Saudi Arabia, this investment aligns directly with Vision 2030’s goals of promoting active lifestyles, growing mass participation sport, and creating platforms that inspire people of all ages to get active.

For SURJ, it’s an opportunity to take a leadership position in a sport with global credibility but untapped commercial potential, and to introduce that sport to new audiences in the Middle East, backed by world-class events and a format built for scale.

IS – The PTO boasts a unique governance structure, being athlete-led and globally oriented. How does this model resonate with SURJ’s investment philosophy, and what is its strategic impact for the Kingdom?

DT – PTO’s athlete-led governance reflects our belief that sports are strongest when athletes have a real voice in shaping the product.

This approach builds authenticity, trust, and fan connection – qualities that are critical for engaging younger audiences and sustaining long-term growth.

Strategically, it aligns with our philosophy of backing sports where SURJ can modernize operations, expand reach, and unlock new commercial models, whilst protecting the integrity of competition.

For Saudi Arabia, PTO opens the door to hosting world-class endurance events, inspiring participation, and integrating triathlon and related sports into the country’s broader sports and wellness agenda.

It also positions Saudi Arabia as a regional leader in athlete-first sports governance, enhancing our reputation for innovation and inclusion in the global sports arena.

IS – SURJ has made several high-profile moves in a relatively short period, including the deal with DAZN. Is this deal going to bring the Saudi Pro League to the world? Aside from financial returns, what made this deal so important to SURJ?

DT – Our investment in DAZN is about more than streaming – it’s about owning the infrastructure for how sport is consumed, experienced, and monetised in the digital era.

Through DAZN MENA, we now have a premium, Arabic-first platform that can showcase sport across the region, from Saudi leagues and domestic competitions to global events – in a way that is tailored to our audiences.

For the Saudi Pro League, DAZN provides a global gateway: enabling fans around the world to engage with our clubs, players, and stories on a frictionless, data-driven platform that works across devices.

This partnership gives SURJ end-to-end control of the fan experience – from live match broadcasts to interactive content, to integrated e-commerce – whilst generating the first-party fan data that fuels smarter marketing, personalised content, and long-term audience growth.

Beyond football, DAZN MENA becomes a cornerstone of our media strategy, capable of amplifying every property in our portfolio and driving value back into the broader Saudi sports ecosystem.

IS – More broadly, how does SURJ fit into Saudi Arabia’s evolving profile as a growing global hub for sport and entertainment?

DT – Saudi Arabia’s sports profile is transforming from that of a host nation to a global sports capital – a place where world-class competitions, innovation, and strategic investment intersect.

SURJ is at the centre of this shift, building an interconnected portfolio that not only attracts elite talent, rights-holders, and global brands, but also creates opportunities for local athletes, operators, and businesses to thrive.

Our role is to ensure that international investment in sport translates into lasting domestic benefits, from skills development and job creation to grassroots participation and fan engagement. This also means building pathways for talent development, enabling promising athletes to progress from grassroots to elite levels, and ultimately creating future champions for Saudi Arabia.

We are positioning Saudi Arabia not just as a venue for major events, but as a strategic partner shaping the future of sport internationally, influencing how competitions are staged, broadcast, and experienced by fans worldwide.

IS – Looking ahead, which opportunities is SURJ keen to explore? Finally, what message would you like to convey to global sports organizations considering potential collaborations with SURJ?

DT – Looking ahead, we see opportunities in expanding media and digital fan engagement, accelerating innovation in sports technology and infrastructure, and broadening our presence in high-growth markets.

We will focus on building deeper partnerships that unlock co-investment opportunities, shared media platforms, and integrated fan experiences.

To potential collaborators, our message is clear: we are a committed, well-capitalised, and long-term partner offering not only funding, but also strategic insight, operational expertise, and direct access to one of the most dynamic sports markets in the world.

Together, we can grow audiences, enhance competition, and deliver lasting commercial and cultural impact that benefits both our partners and the broader sports ecosystem.