"Serge" wants to attract new sporting events to Saudi Arabia

“Sarraj”, the Saudi public investment fund sports investment arm, wants to attract different sports games and its sessions on the kingdom’s country, similar to the “Kings League”, which the country will offer the Middle East version under the name “Middle East Kings League”, according to the CEO of “Serge”. He explained in an interview with “Al -Sharq”, on the sidelines of the new Global Sport Conference in Riyadh, that the company’s task lies in the activation of investment in sports -intellectual property in accordance with the national sports strategy launched by the Ministry of Sport. He noted that the target is to create a movement in the sports sector by attracting foreign and local investments and creating jobs. The Kings League was founded in 2023 by former international player Gerard Pique in Spain and then expanded to include other copies in Mexico, Brazil, France, Germany and Italy. The Middle Eastern version is the seventh of Saudi Arabia in its international portfolio. Other sports have attracted towns that among the sports that the company aims to hold championships in the kingdom of “triathon”, which is a triple race that starts swimming and then bikes and ends to run, adding that the goal is to social participation and the culture of physical activity in the Saudi society, in addition to an influence and effective sports economy. Last July, Sarraj completed a financing round for the Treetethlon T100 (T100) racing organizers, in an effort to expand breeds and improve their presence in the Middle East. Townsand said that Saudi Arabia wants to shift from the stage of renting sports rights for specific periods to possess these rights, enabling it to permanently organize the championships within the country, and encourages the build -up of the necessary infrastructure around them. He continued that “Serge” is still a modern business in its early investment stages, and “believes it in long -term investment.” Townsend, an investment in digital sports broadcast regarding its joint project with the “Dazen” group, pointed out that it represents a transformation of the traditional broadcast world through the cable to the direct digital broadcast, and expressed its enthusiasm for the transformation that this partnership will do. Bloomberg said last February that “Serge” buys a minority interest in the Dazn Group of Billionaire Dazn Group, which has the broadcast rights of some of the first class of football leagues in Europe. According to Bloomberg’s statement, the two entities create a joint project to expand the series of fans to direct and required sports content. Townsand said that the upcoming period will see the announcement of a series of investments in coordination with the relevant authorities in the Kingdom, including the Ministry of Sport and the Public Investment Fund. He noted that everyone works after one goal, namely to consolidate the position of Saudi sports at international level and increase his contribution to the local economy. The Kingdom of Saudi Arabia is very busy with global sports as a way to help diversify its economy and attract tourists. The country has already offered some of the biggest names in Box in Riyadh, and will also be a home for major global sporting events in the next decade, which will be crowned the FIFA World Cup in 2034.