Saudi wealth fund creates firm to attract top sports events
1 year, 4 months ago

Saudi wealth fund creates firm to attract top sports events

The Hindu  

The Saudi sovereign wealth fund on Sunday announced a new sports investment company designed to draw “major global events” to the kingdom, which has spent recent months luring top football stars. The company, SRJ Sports Investments, “will invest in acquiring and creating new sports events IP, commercial rights of popular and prominent sports competitions and hosting major global events in Saudi Arabia,” the Public Investment Fund said in a statement. It will “target businesses specialised in offering unique fan engagement activities and transformative sports technology across the industry, bolstering Saudi Arabia’s position as one of the world’s leading sports and entertainment destinations.” Sports have been a major focus of the oil-rich kingdom’s effort to rebrand as a global business and tourism destination under the Vision 2030 reform agenda pursued by Crown Prince Mohammed bin Salman, the PIF chairman. The flurry of deals and negotiations have spurred allegations of “sportswashing”, or using sports to distract from Saudi Arabia’s frequently criticised human rights record.

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