Saudi sporting sector to score big before 2034 FIFA World Cup

Saudi Arabia’s Public Investment Fund is one of the driving forces in this area as it aims to establish the Kingdom as a global leader in sports and entertainment. File
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Updated 19 September 2024
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Saudi sporting sector to score big before 2034 FIFA World Cup

  • Sector is set to be responsible for over 1 percent of Kingdom’s total GDP by 2030

RIYADH: Commercial opportunities in Saudi Arabia’s sports sector are set to grow at an unprecedented rate even before the Kingdom hosts the 2034 FIFA World Cup, an industry expert has forecast.

Speaking to Arab News, Jurg Kronenberg, partner at global management consulting firm Bain & Co., praised Saudi Arabia’s developments in the industry, which he claimed were both innovative and disruptive.

Turning the Kingdom into a key player in the international sporting arena is a key ambition of Crown Prince Mohammed bin Salman, and Saudi Arabia has already hosted several major events in this regard, including high-profile boxing matches, ATP tennis tournaments, and Formula 1 racing since 2021. 

The Kingdom’s progress will be cemented by the hosting of the 2034 World Cup, which is set to deliver an economic boost to Saudi Arabia.

The most recent World Cup, held in Qatar in 2022, helped deliver a 4 percent surge to the host country’s gross domestic product, up from the 1.5 percent growth observed in 2021, according to a Cushman and Wakefield report.

The analysis said: “Qatar’s hosting of the World Cup resulted in the launch of numerous tourism and leisure projects throughout the country, which are hoped to support the tourism and hotel sector in the long term.”

Kronenberg believes that even before that event, the Saudi sports sector is set to be responsible for more than 1 percent of the Kingdom’s total GDP by 2030.

FASTFACTS

The Kingdom’s progress will be cemented by the hosting of the 2034 World Cup, which is set to deliver an economic boost to Saudi Arabia.

PIF’s establishment of SRJ Sports Investments Co. is dedicated to accelerating sports sector growth, with the company acquiring intellectual property, and organizing major global events in Saudi Arabia.

The Kingdom’s football industry has been a key and high-profile area of investment, with PIF acquiring a 75 percent stake in four major football clubs.

The Saudi Pro League, featuring players from more than 40 countries, has witnessed a 150 percent attendance increase in the past year.

In 2021, the PIF-funded LIV Golf tour was established, and on June 6 a deal was struck with the two legacy organizations – PGA Tour and the DP World Tour – to merge their commercial rights.

He said: “The KSA sports sector is expected to increase 5-7-fold until 2030, fueled by the investments and untapped commercial potential in the market.”

Kronenberg added: “It will take time and patience for some of the foundational pillars of the sports ecosystem to bear fruits, but the Kingdom was also able to leverage its strength to innovate and disrupt the sports sector and has created strong momentum.”

Saudi Arabia’s Public Investment Fund is one of the driving forces in this area as it aims to establish the Kingdom as a global leader in sports and entertainment. 

PIF’s establishment of SRJ Sports Investments Co. is dedicated to accelerating sports sector growth, with the company acquiring intellectual property, commercializing competitions, and organizing major global events in Saudi Arabia, aligning with Vision 2030.

The Kingdom’s football industry has been a key and high-profile area of investment, with PIF acquiring a 75 percent stake in four major football clubs, including Al Ahli, Al Hilal, Al Ittihad, which signed Karim Benzema in June, and Al Nassr — home to global icon Cristiano Ronaldo. 

The Saudi Pro League, featuring players from more than 40 countries, has witnessed a 150 percent attendance increase in the past year, and Ronaldo has previously said he sees it potentially becoming one of the world’s top five domestic competitions in the sport.

The focus has not been solely on football.

In 2021, the PIF-funded LIV Golf tour was established, and on June 6 a deal was struck with the two legacy organizations – PGA Tour and the DP World Tour – to merge their commercial rights.

The PIF-Aramco Team Series has been a milestone for women’s golf in Saudi Arabia, featuring top golfers competing for individual and team titles.

The Professional Fighters League, also backed by PIF, has secured a multi-year media rights agreement with US cable sports channel ESPN, positioning MMA as a mainstream global sports entertainment platform.

Kronenberg noted that investments into sports does not only lead to economic returns, such as through increased market revenues or the creation of more jobs, but it also delivers in the social sphere through better health outcomes, lower crime rates, and inclusion.

He emphasized that opportunities in Saudi Arabia are being supported by the Kingdom’s government, saying: “The aspiration in the sports sector is driven and strongly supported at the highest level of the country.”

The consultant added: “The KSA sports sector was able to define its approach and investments with a clean slate and leapfrog other nations.”

Kronenberg highlighted the fact that around 70 percent of the population in Saudi Arabia is less than 35 years old, and said: “This created unique opportunities to fulfill the needs of these generations in a differentiated way.”

In an interview with the BBC in December, the Kingdom’s Sports Minister Prince Abdulaziz bin Turki Al-Faisal highlighted Saudi Arabia’s commitment to sports development, citing a £5 billion ($6.33 billion) investment since 2021 as part of the Vision 2030 strategy.

According to Kronenbreg, investments of this magnitude have not only put the Kingdom on the world map of sports, but it has created the fundamentals to achieve similar economic outcomes as other nations.

“The critical path for the Kingdom is to find a way to commercialize these investments and assets in a sustainable way,” he said.

Of course, these investments are not solely focused on the financial bottom line, and Kronenberg added: “Beyond the economic competitiveness, we can expect to see an increased competitiveness of Saudi athletes and teams at Olympics and international club and team competitions.”

Among the initiatives rolled out over the past five years include the introduction of a national sports strategy, new investment initiatives, the launch of several marquee events, as well as the professionalization and privatization of clubs.

Kronenberg said: “We are still in the early days, and the talent pyramid remains a key challenge to drive the professionalization of the sports sector in the KSA. 

“Many of the top coaches and club administrators are still foreigners with relatively high churn rates – historically the average tenure of a football coach was less than 6 months in KSA.”

Kronenberg added: “There are various programs under way that will address the professionals pyramid holistically – coach programs, educational degrees in sports.”

Newcastle United’s manager Eddie Howe earlier in December shared his positive experiences from his team’s visits to Saudi Arabia, highlighting the well-organized infrastructure.

Saudi Arabia’s sports industry is flourishing, and while the signings of Ronaldo and Benzema and the hosting of the 2034 FIFA World Cup have dominated the headlines in recent years, the whole sector is increasingly becoming match-fit.


Saudi Arabia pulls in most of Partners for Growth $450m capital push

Updated 07 February 2026
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Saudi Arabia pulls in most of Partners for Growth $450m capital push

  • Global private credit fund leans into region’s largest market for growth-stage technology financing

RIYADH: Saudi Arabia has captured the vast majority of Partners for Growth’s capital deployed in the Gulf Cooperation Council, as the global private credit fund leans into what it sees as the region’s largest market for growth-stage technology financing. 

The San Francisco-based firm has deployed about $450 million in commitments in the GCC, and “the vast majority of that is in Saudi,” said Armineh Baghoomian, managing director at the firm who also serves as head of Europe, the Middle East and Africa and co-head of global fintech. 

The company was one of the earliest lenders to Saudi fintech unicorn Tabby, and it’s clear the Kingdom is providing fertile territory for ongoing investments.

“We don’t target a specific country because of some other mandate. It’s just a larger market in the region, so in the types of deals we’re doing, it ends up weighing heavily to Saudi Arabia,” Baghoomian said. 

Partners for Growth, which Baghoomian described as a global private credit fund focused on “growth debt solutions,” lends to emerging tech and innovation companies, particularly those that struggle to access traditional credit. 

“We’re going into our 22nd year,” she said, tracing the strategy back to its roots in a Bay Area investment bank debt practice in the mid-1980s. 

Today, the firm lends globally, she said, deploying capital where it sees fit across markets including Australia, New Zealand, and Southeast Asia, as well as Latin America and the GCC, where it has been active for about six years. 

Shariah structures dominate PFG’s Gulf deals 

In the Gulf, the firm’s structures are often shaped by local expectations. “Most of the deals we’ve done in the region are Shariah-compliant,” Baghoomian said. 

“In terms of dollars we’ve deployed, they’re Shariah-structured,” she added. 

“Usually it’s the entrepreneur who requires that, or requests it, and we’re happy to structure it,” Baghoomian said, adding that the firm also views Shariah structures as “a better security position in certain regions.” 

Growth debt steps in where banks cannot 

Baghoomian framed growth debt as a practical complement to equity for companies that have moved beyond the earliest stage but are not yet “bankable.” 

She said: “The lower-cost bank type facilities don’t exist. There’s that gap.”

Baghoomian added that companies want to grow, “but they don’t want to keep selling big chunks of equity. That implies giving up control and ownership.” 

For businesses with the fundamentals private credit providers look for, she said, debt can extend runway while limiting dilution. 

“As long as they have predictable revenue, clear unit economics, and the right assets that can be financed, this is a nice solution to continue their path,” she added. 

That role becomes more pronounced as equity becomes harder to raise at later stages, Baghoomian believes. 

She pointed to a gap that “might be widening” around “series B-plus” fundraising, as later-stage investors become “more discriminating” about which deals they back. 

Asset-heavy fintechs cannot scale on equity alone 

For asset-heavy technology businesses, Baghoomian argued, debt is not just an option but a necessity. 

She pointed to buy-now-pay-later platform Tabby as an example of a model built on funding working capital at scale. 

“Tabby is an asset-heavy business,” she said. “They’re providing installment plans to consumers, but they still need to pay the merchant on day one. That’s capital-intensive. You need a lot of cash to do that.” 

Equity alone, she added, would be structurally inefficient. “You would not want to just raise equity. The founders, employees, everyone would own nothing and lose a lot of control.” 

We don’t target a specific country because of some other mandate. It’s just a larger market in the region, so in the types of deals we’re doing, it ends up weighing heavily to Saudi Arabia.

Armineh Baghoomian, PFG managing director and head of Europe, the Middle East and Africa and co-head of global fintech

Baghoomian said those dynamics are common across other asset-intensive models, including lending platforms and businesses that trade in large inventories such as vehicles or property. “Those are businesses that inherently end up having to raise quite a bit of credit,” she said. Partners for Growth’s relationship with Tabby also reflects how early the firm can deploy capital when the structure is asset-backed. “We started with Tabby with $10 million after their seed round, and then we grew, and we continue to be a lender to them,” Baghoomian said. 

“On the asset-backed side, we can go in quite early,” she said. “Most of the fintechs we work with are very early stage, post-seed, and then we’ll grow with them for as long as possible.” 

As the market for private credit expands in the Gulf, Baghoomian emphasized discipline — both for lenders and borrowers. 

For investors assessing startups seeking debt, she said the key is revenue quality and predictability, not just topline growth. “Revenue is one thing, but how predictable is it? How consistent is it? Is it growing?” she said. “This credit is not permanent capital. You have to pay it back. There’s a servicing element to it.” 

Her advice to founders was more blunt: stress-test the downside before taking leverage. 

“You have to do a stress test and ask: if growth slows by 30 to 40 percent, can I still service the debt? Can I still pay back what I’ve taken?” she said. 

Baghoomian warned against chasing the biggest facility on offer. “Sometimes companies compete on how much a lender is providing them,” she said. “We try to teach founders: take as much as you need, but not as much as you can. You have to pay that back.” 

Partners for Growth positions itself as an alternative to banks not only because many growth-stage companies cannot access bank financing, but because it can tailor structures to each business. 

HIGHLIGHTS

• Partners for Growth positions itself as an alternative to banks not only because many growth-stage companies cannot access bank financing, but because it can tailor structures to each business.

• The firm lends globally deploying capital where it sees fit across markets including Australia, New Zealand, and Southeast Asia, as well as Latin America and the GCC, where it has been active for about six years.

One of Partners for Growth’s differentiators, Baghoomian said, is how bespoke its financing is compared with bank products. 

“These facilities are very bespoke. They’re custom to each company and how they need to use the money,” she said, adding that the fund is not offering founders a rigid menu of standardized options. 

“No two deals of ours look alike,” she said, framing that flexibility as especially important at the growth stage, when business needs can shift quickly. 

That customization, she added, extends beyond signing. Baghoomian said the firm aims to structure facilities so companies can actually deploy capital without being constrained, adding: “We don’t want to handcuff you. We don’t want to constrain you in any way.” 

As a company evolves, she said the financing can evolve too, because what works on day one often won’t fit nine months later. 

“We’ll revise structures,” she said, describing flexibility as core to how private credit can serve fast-moving tech businesses. 

She added that a global lender can also bring operating support and market pattern recognition, while still accounting for local nuance. 

Baghoomian expects demand for private credit in the Gulf to keep rising. “They are going to require credit, for sure,” she said, pointing to the scale of new platforms and projects. 

“I don’t see it shrinking,” she said, adding that Partners for Growth is seeing more demand and is in late-stage discussions with several companies, though she declined to name them. 

PFG to stay selective despite rising competition 

Competition among lenders has increased since the firm began deploying in the region, Baghoomian said, calling that “very healthy for the ecosystem.” 

Most of what the firm does in the region is asset-backed, Baghoomian said, often through first warehouse facilities for businesses financing receivables or other tangible exposures, “almost always Shariah.” 

Keeping Egypt on its watchlist 

Beyond the Gulf, Baghoomian said the firm is monitoring Egypt closely, though macroeconomic volatility has delayed deployments. 

“We looked at Egypt very aggressively a few years ago, and then the macro issues changed,” she said, adding that the firm continues to speak with companies in the country and track conditions. 

Even as private credit becomes more common in the region, Baghoomian underscored that debt is not universally appropriate. 

“Not every company should take a loan or credit,” she said. “You don’t take it just to take it. It should be getting you to the next milestone.”