Saudi Arabia’s efforts to dominate elite global sports are expanding through a new joint venture with the consultancy founded by Sir Keith Mills, the mastermind behind London’s bid for the 2012 Olympic Games. Sky News has learned that Sela, well-known as the shirt sponsor of Saudi-owned Premier League club Newcastle United, will soon announce a partnership with Origin Sports Group.
The alliance follows Sela’s recent collaboration with The Ring and TKO to establish a new international boxing promotion company. Saudi Arabia has already made significant strides in sports such as golf and tennis, and is set to host the FIFA World Cup in 2030.
In recent weeks, Surj, a branch of the Saudi sovereign wealth fund PIF, invested a reported $1 billion in a minority stake in the sports streaming platform DAZN. Despite these moves, doubts remain about the effectiveness of Saudi Arabia’s sports strategy, particularly with the uncertainty surrounding the success of LIV Golf, the breakaway tour that has received billions in funding.
The joint venture between Sela and Origin will see the establishment of an international headquarters in London, with Ibrahim Mohtaseb, Sela’s head of international business, on the board. Stewart Hosford, co-founder and CEO of Origin Sports Group, will lead Sela’s London-based international operation.
«We have a strong track record of international successes and a promising pipeline of events, along with an ambitious growth strategy for the years ahead,» said Mr. Mohtaseb. Mr. Hosford added, «We are already engaging with existing clients and exploring opportunities with potential new clients. Sela aims to be the world’s leading operator of live sports and entertainment experiences.»
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