World Athletics Eyes Saudi Investment for Expansion
Deal News | Mar 05, 2025 | Zawya
The Saudi Arabia-backed SURJ Sports Investments is contemplating a stake in a new entity that World Athletics, the sport's governing body, is potentially setting up to manage its commercial rights. The deal could value the entity at around 500 million pounds ($635.95 million). While discussions have been confirmed, they are not necessarily going to lead to a transaction. World Athletics is seeking investments to enhance the commercial aspects of athletics, including marketing and organizing new events, amidst growing competition. The organization has spoken about the need to innovate and maintain relevance in the sports industry. SURJ Sports, a unit of Saudi Arabia's Public Investment Fund, continues its interest in sports like it has in the past with tennis, golf, and soccer. The fund recently acquired a minority stake in DAZN, a sports streaming platform. World Athletics President Sebastian Coe has also announced plans for new competitions to maintain the sport's standing.
Sectors
- Sports Management
- Investment
- Media and Broadcasting
Geography
- Saudi Arabia – The funding party, SURJ Sports Investments, is backed by Saudi Arabia's Public Investment Fund.
- United Kingdom – The entity under potential investment is valued in British pounds, indicating a linkage to the UK.
Industry
- Sports Management – The discussion is about managing commercial rights and investments in athletics, a major sports sector.
- Investment – This involves a potential investment from a Saudi-backed sports fund into a newly established entity.
- Media and Broadcasting – Commercial rights, marketing, and media distribution are significant elements of the proposed investment and expansion.
Financials
- 500 million pounds ($635.95 million) – Estimated valuation of the new entity World Athletics aims to establish.
- $10 million – Prize pot for the planned World Athletics Ultimate Championship from 2026.
- $50,000 – Prize money for gold medalists planned for Paris 2024.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| World Athletics | Target Company | Organization | The international governing body for the sport of athletics, planning to set up a new entity for managing commercial rights. |
| SURJ Sports Investments | Potential Investor | Company | A unit of Saudi Arabia's Public Investment Fund focusing on investments in sports. |
| Public Investment Fund (PIF) | Parent Company | Government | The main sovereign wealth fund of Saudi Arabia, backing SURJ Sports Investments. |
| Michael Johnson | Industry Participant | Person | Former Olympic champion planning a new track competition to rival existing formats. |
| Mo Farah | Industry Participant | Person | Multi-Olympic gold medalist supporting a new series of racing events. |
| Sebastian Coe | World Athletics President | Person | Prominent figure in athletics leadership, leading World Athletics' strategy for innovation and relevance. |
| DAZN | Portfolio Company | Company | Sports streaming platform in which SURJ recently acquired a minority stake. |