Saudi wealth fund, Kings League join forces to reshape sports entertainment

SURJ Sports Investment, a subsidiary of Saudi Arabia’s PIF Fund, has partnered with Kings League to launch Kings League MENA. Photo/Supplied
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Updated 27 May 2025
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Saudi wealth fund, Kings League join forces to reshape sports entertainment

JEDDAH: Saudi Arabia’s Public Investment Fund and the Kings League have agreed to form a joint venture to transform sports entertainment in the Middle East, with the Kingdom set to host the inaugural season.

The new collaboration, unveiled on May 27, is set to commence later this year, delivering an innovative, digital-first sporting experience tailored for the MENA region.

SURJ Sports Investment, a subsidiary of Saudi Arabia’s PIF Fund, has partnered with Kings League to launch Kings League MENA, a regional version of the seven-a-side football competition founded by former footballer Gerard Pique, according to a statement from SURJ.

Saudi Arabia’s sports sector is undergoing rapid expansion, with its market value projected to grow from $8 billion to $22.4 billion by 2030, driven by rising investment and a strategic national focus on the industry.

Since 2019, the Kingdom has hosted more than 100 major international events across 40 different sports, reinforcing its ambition to become a global hub for sports and entertainment under Vision 2030.

A 2024 report by SURJ highlighted that the sector’s contribution to the Kingdom’s gross domestic product grew from $2.4 billion in 2016 to $6.9 billion in 2019.

Danny Townsend, CEO of SURJ Sports Investment, said: “Kings League MENA is unlike anything the region has seen. We’re bringing an entirely new model to market — one that celebrates football’s competitive spirit while embracing the energy of digital creators, fans, and youth culture.”

Townsend added that the venture aligns with his company’s broader mission to invest in sports intellectual property and supporting platforms that generate sustainable returns, expand the ecosystem, and engage the region’s next generation of fans.

Djamel Agaoua, CEO of Kings League, expressed his thrill to take the Kings League into MENA through this “exciting” partnership with SURJ.

“Saudi Arabia is the perfect launchpad for a league that’s bold, fan-first, and digitally native. Together, we’re building a platform that fuses entertainment, sport, and digital culture – one that’s tailor-made for this region’s energy and ambition,” Agaoua said.

The official release stated: “The announcement is a major milestone in the evolution of sports entertainment across the region. With a format that fuses competitive football, gamified rules, and celebrity streamer team owners, Kings League MENA is designed to captivate young audiences and set a new benchmark for fan engagement in global sport.”

The report highlighted that 80 percent of Kings League’s 30 million global social media followers are under the age of 34, while nearly 70 percent of Saudi Arabia’s population is under 30. This makes the league well-aligned with the digital habits and entertainment preferences of the region’s younger generation.

Developed jointly by the two entities, the MENA league, soon to become the seventh addition to the Kings League’s global portfolio, will showcase regional football talent, digital-first content, and immersive live events.

In its announcement, SURJ stated that details regarding team identities, celebrity owners, and the competition format will be disclosed as the league approaches its inaugural kickoff.

It added that the venture plans to engage local talent through open tryouts, draft mechanisms, and community activations, aiming to cultivate a new pipeline of football and content creation talent across the Arab world.

According to data from Statista, the broader Middle East and North Africa sports market is also projected to expand, with revenues increasing from $4.79 billion in 2024 to $5.57 billion by 2029.


Saudi Maaden reports 156% profit surge to $2bn on strong commodity prices, record production

Updated 05 March 2026
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Saudi Maaden reports 156% profit surge to $2bn on strong commodity prices, record production

RIYADH: Saudi mining and metals company Maaden has reported a 156 percent jump in its net profit attributable to shareholders for 2025, driven by higher commodity prices, record production volumes, and a one-off bargain purchase gain.

The state-backed giant posted a net profit of SR7.35 billion ($1.95 billion) for the full year 2025, an increase from SR2.87 billion in the previous year. The firm’s revenue surged by 19 percent to SR38.58 billion, up from SR32.55 billion in 2024.

This comes as Saudi Arabia steps up efforts to expand its mining sector as a pillar of economic diversification, encouraging international participation and private investment to unlock the Kingdom’s estimated $2.5 trillion in untapped mineral resources under Vision 2030.    

In a statement on Tadawul, the company said: “Performance was led by record phosphate production, near record aluminum production, an increase in all three of Maaden’s main output commodity prices.”

The performance was also fueled by a 60 percent increase in gross profit, which reached SR14.79 billion. In its annual results announcement, Maaden attributed the top-line growth to “higher commodity market prices for phosphate, aluminum and gold business units,” as well as increased sales volumes in its phosphate and aluminum segments. This was partially offset by slightly lower sales volume in the gold unit.

Maaden’s CEO, Bob Wilt, hailed 2025 as a transformative year for the company, marked by strategic growth and operational excellence. “This was a great year for Maaden’s strategic growth. We delivered strong financial results and sustained operational excellence across the business,” he said in a statement.

“This was driven by growth in production across all businesses, including record-breaking DAP (di-ammonium phosphatevolumes), disciplined cost control across and a clear commitment to our role as a cornerstone of the Saudi economy,” Wilt added.

Profitability was further bolstered by an increased share of net profit from joint ventures and an associate. This included a one-off bargain purchase gain of SR768 million related to Maaden’s investment in Aluminium Bahrain B.S.C. The company also benefited from lower finance costs.

The fourth quarter of 2025 was strong, with Maaden swinging to a net profit of SR1.67 billion, compared to a loss of SR106 million in the same period of the prior year. Quarterly revenue rose 7 percent to SR10.64 billion.

The firm achieved record production of di-ammonium phosphate, reaching 6.72 million tonnes for the year, a 9 percent increase. Aluminum production remained near-record levels, while the company added a net 7.8 million ounces to its reportable gold mineral resources through discovery and resource development.

The phosphate division saw sales jump 17 percent to SR20.77 billion, with the earnings before interest, taxes, depreciation, and amortization margin expanding to 47 percent. The aluminum business reported a 9 percent increase in sales to SR10.99 billion, with EBITDA more than doubling in the fourth quarter.

Looking ahead, Wilt emphasized that the pace of growth will accelerate as the company advances key initiatives, including the Phosphate 3 Phase 1 and Ar Rjum projects, which remain on budget and schedule. Maaden has also secured a gas supply for its future Phosphate 4 project.

“This pace of growth will only accelerate. Not only as we advance projects and increase the scale of our exploration program, but as we continue to grow production and implement technology that will further modernize, streamline and unlock value,” Wilt added.

Earnings per share for the year rose sharply to SR1.91, up from SR0.78 in 2024. Total shareholders’ equity increased by 18.7 percent to SR61.59 billion.