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.
