Saudi Arabia is preparing to extend its global sports portfolio with a bold move into international athletics. According to reports from Reuters, the Kingdom’s SRJ Sports Investments, backed by the Public Investment Fund (PIF), is in talks to acquire a stake in a new commercial arm of World Athletics, the governing body for track and field.
Deal in Discussion
🏢 World Athletics is reportedly creating a new entity to manage its media, sponsorship, and licensing rights.
💰 Saudi Arabia’s potential investment would value the entity at approximately £500 million ($635 million).
🤝 This partnership would mark Saudi Arabia’s first significant entry into global athletics — a domain traditionally dominated by Europe and the U.S.
Why It Matters
Saudi Arabia is strategically expanding its sporting reach beyond football and combat sports.
The move aligns with Vision 2030, positioning the Kingdom as a global sports capital.
By supporting World Athletics, Saudi Arabia would become a stakeholder in the Olympic pathway — gaining influence in one of the world’s most watched disciplines.
💬 Could this reshape the future of track & field? Follow @ksasportz for the latest on Saudi’s game-changing moves.
Picture Credit : https://www.reuters.com/sports/athletics/saudi-arabia-backed-sports-fund-weighs-investing-world-athletics-sources-say-2025-03-05/