top of page
AEI Saudi - Homepage

Saudi Arabia’s Sports Moment: 2025 Highlights and Horizons

Updated: 7 days ago



Saudi Arabia’s sports scene has dominated the headlines in recent years – and for good reason. From the Saudi Pro League recruiting world-renowned talent, to the successful 2034 World Cup bid, LIV Golf, and the Women’s WTA Finals, the Kingdom is making big moves. Under Vision 2030, the Kingdom’s sports industry is accelerating into a robust, diversified economic sector. Strategic capital deployment, a packed calendar of marquee events and carefully selected partnerships show that Saudi is no longer sitting on the bench anymore – it’s firmly in the game and playing to win on the international stage.

From esports to elite tennis, Saudi Arabia is hosting world-class events that showcase its growing presence on the global sports stage
From esports to elite tennis, Saudi Arabia is hosting world-class events that showcase its growing presence on the global sports stage

2025: A Year of Momentum and Strategic Deals

Saudi Arabia’s 2025 sports strategy is being shaped as much in the boardroom as on the field. This year has seen the Kingdom secure a series of headline-making partnerships and investments. These bring influence, opportunities and a knowledge transfer from established global sporting bodies – essential for strengthening a domestic sector on the rise.


Major Deals and Partnerships

  • DAZN & PIF/SURJ Investment

    SURJ Sports Investment (PIF subsidiary) acquired a $1 billion minority stake in DAZN, launching DAZN MENA to broadcast live and on-demand sports from the Kingdom across the region.1


  • PIF Partners with FIFA for the Club World Cup 2025

    PIF became an official partner of the 2025 FIFA Club World Cup in the U.S., positioning Saudi Arabia closer to the heart of global football governance ahead of hosting the 2034 World Cup.2 


  • Title Partnership with Ladies European Tour (Golf)

    PIF signed on as the title sponsor of five revamped Ladies European Tour events—branded the "PIF Global Series"—with a combined purse of US $13 million, delivered across global venues.3


  • Women’s Tennis Association (WTA) Partnership

    PIF sponsored the highly successful WTA Finals held in Riyadh in late 2024, securing multi-year backing and enhanced prize benefits, reinforcing global recognition of Saudi’s support for women’s sport.4


  • Kings League MENA Launch

    SURJ Sports Investment teamed up to launch Kings League MENA, expanding the exciting Kings League into the Middle East and North Africa region, with play expected to begin in late 2025.5


While these examples highlight outbound capital investment, inbound investment is also growing. Notably, the Harburg Group became the first foreign company to fully acquire a Saudi Pro League club — Al Kholood. This landmark deal for Saudi football sparks confidence in the Kingdom’s sports privatisation program and opens new avenues for international investment, with the Harburg Group being the first to challenge the PIF backed SPL ‘big four’.6  


Event Highlights, Growth Indicators & The Long Game

The 2025 Esports World Cup is currently taking place in Riyadh (8 July to 24 August), featuring 26 events across 25 titles, with a prize pool exceeding US $71 million.7

In combat sports, PFL MENA 1, Saudi Arabia’s first Professional Fighters League MMA event, took place in Jeddah on 9 May.8 TKO Group Holdings (parent of UFC & WWE) has partnered with Saudi Arabia's General Entertainment Authority to launch Zuffa Boxing aiming to build a structured boxing league similar to the UFC.9

The sporting calendar in Saudi Arabia remains packed year-round, with Riyadh Season peaking during the cooler months. 2024 hosted the African Super Cup Final, Uysk vs Fury II, PFL 10 MMA Championships, the Riyadh Season Snooker Championship, and more — with 2025 shaping up to be even bigger.

Looking further ahead, Saudi Arabia’s mountainous Trojena resort in NEOM will host the Asian Winter Games in 2029 and the FIFA World Cup in 2034 will be held across the country. These fixed deadlines present opportunities for major infrastructure, broadcasting, fan engagement, and event management projects. Such developments will attract global expertise, create jobs, and contribute to GDP growth during the 10-year runway to the World Cup.

 

Building for the Future

Strategic partnerships and hosting international competitions deliver world-class sports entertainment for Saudi Arabia, but sustained growth of the domestic sector relies on strong grassroots investment. The Saudi Pro League cannot depend on high-profile player signings alone to compete with La Liga and the Premier League. It is essential young players have development pathways and opportunities to provide a sustainable flow of youth into the SPL. The Saudi Arabian Football Federation (SAFF) realise this, and have been heavily investing in scouting programs, regional training centres and integrating tech for match streaming and analysis. Grassroots growth is a long-term strategy, but essential for lasting success.

Likewise, the Saudi Sports for All Federation (SFA) is focused on increasing sports participation and physical activity for all. Implementing initiatives to equip teachers with resources, introducing physical activities for students and expand sports facilities - with Padel courts recently becoming a familiar sight across the Kingdom.


So, what does this mean for the wider sports industry?


2025 cements Saudi Arabia’s role as a proactive and diversified sports market.

  • Media & Broadcasting: DAZN MENA opens new content and distribution channels.

  • Event Infrastructure & Execution: ESports, MMA, golf and elite tennis signal repeat demand for broadcast, logistics, and operations services.

  • Talent Acquisition: High-value football transfers put the SPL on the map.

  • Capital & Access: Club privatization and major deals illustrate willingness to welcome international investors into the Saudi sports ecosystem.

  • Domestic Market: Growth in sport attendance and initiatives like Sports Boulevard offer opportunities for the community and business to grow the sector.

 

Summary

Saudi Arabia’s sports sector is far more than event hosting - it’s a high-growth, strategic economic engine. 2025’s major deals across media, elite competitions and club ownership signal major openings for foreign investors with capital, expertise and long-term vision.

 

At AEI Saudi we help foreign businesses plug into this growth by providing market entry strategy, company formation, Government liaison services & on the ground operational support for your business, and people. Let us tailor a plan that aligns your expertise and ambition with Saudi’s sports development trajectory.


 

References:



bottom of page