The technology thread through Saudi’s sports investment
Last week, one of the worst kept secrets in sport business was confirmed with the announcement that SURJ Sports Investments, a Saudi Public Investment Fund (PIF) company, had acquired a minority stake in leading sports streaming business, DAZN. The $1bn (USD) deal, is the culmination of 12 months of private talks and public flirting and gives rise to DAZN MENA, a new joint venture that will “unlock new broadcasting opportunities for Saudi Arabia’s growing sports sector and accelerate fans’ access to live and on-demand sports content.”
DAZN and Saudi have been close bedfellows for some time, with ties strengthened through repeated collaborations, rights deals and investments. For example, DAZN recently purchased the global rights for E1, the electric powerboat series that is part of a stable of electric powered vehicle events that PIF invested in back in 2022. Similarly, both organisations are heavily involved with the Professional Fighters League (PFL) – DAZN as a major rights holder and partner of PFL Europe and SURJ Investments as a major investor. ?
Saudi investment in sport is well known and widespread.? The gulf nation was reported to hit 900+ sports sponsorship at the end of 2024 and there are times, especially when looked at through the myopic lens of “sport washing”, that the development of their sport interests has felt like magpies playing supermarket sweep, manically grabbing every shiny thing they can, that will appeal to a global audience. In reality, whatever you believe Saudi’s motivations to be, there can be no doubt they are successfully building a connected and complex web of sports influence; one that will enable them to better drive their sports objectives.???
Sport functions through the interplay of teams, events, sponsors, media and fans. Whether directly through state funds or through state owned/backed businesses, Saudi have accrued a Premier League football team, a Major Golf competition, a series of high-profile combat sport events held in the Kingdom, the small matter of the FIFA World Cup and global partnerships in tennis, cricket and F1. By adding to that their own streaming channel, they are further connecting the dots.
The thread that connects these dots is increasingly a combination of technology and innovation. It is technology that drives fan engagement with teams and athletes and enhances their in-stadium experience. It is technology that creates new opportunities for sponsorship activation and new ways for media to cover the action.
The role of technology in connecting and enabling the different components of sport to flourish has not been lost on Saudi’s strategists.? They have targeted innovative, disruptive properties in LIV Golf and E1 and they prioritised technology driven partnerships with the likes of Stats Perform and Samsung for the development of the Saudi Pro League. Last year they hosted the first Esports World Cup. There has also been investment in state-of-the-art football and training facilities that will harness advanced technologies such as performance tracking, AI, VR and blockchain to improve player development.
Part of embracing technology and its role in sports is looking beyond the now and investing in the development of technologies that will shape sports' future. Earlier this year the Saudi Company for Artificial Intelligence (SCAI), launched The AI League, a new initiative aimed at encouraging the development of AI-powered solutions that enhance performance, talent identification, fan experience and media. This innovative, sports focused technology competition carries a prize pool of 1m Riyals and could well be the incubator for innovations that mould our experience of future sports events.
Speaking of which, having won the right to host the 2034 FIFA World Cup, Saudi Arabia has committed to embracing and investing in technology to underpin their hosting of the tournament, with Hammad Albalawi, the Head of Bid Unit, recently stating:
“What you see in Saudi Arabia…is a commitment to ensure that when the technology is available, we’re going to use it. Whatever becomes available to enhance the live viewing experience, to enhance the athletes’ performance, to enhance the seamless operation of the World Cup, you bet we will use it, and you bet we will make it the best experience.”
In 2034, fans will be able to watch World Cup matches in an array of innovative, new stadia – none more so than the Neom Stadium. Described by the Saudi Bid as “the most unique stadium in the world, the Neom Stadium is set to be built as part of Saudi Arabia's futuristic Neom megacity development. At an estimated cost of over $2 trillion, the Neom project puts innovation at the heart of reimaging business, urban lifestyle, conservation and sports and is perhaps the ultimate symbol of Saudi’s commitment to investing in innovation.
By the time the tournament kicks off, the sporting aims of Vision 2030 will be in the rear view mirror. Objectives around participation, health and wellbeing and the development of national sports properties will have been realised or be well under way. From a broader perspective, it will be fascinating to see how their portfolio of investment grows and how this shapes the global experience of sport. It is clear from their current approach, whatever the outcome it will be driven by technology.?