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PIF Establishes SRJ Sports Investments Company to Elevate Sports Sector in Saudi Arabia, MENA

The Public Investment Fund announced the establishment of SRJ Sports Investments. (SPA)
The Public Investment Fund announced the establishment of SRJ Sports Investments. (SPA)
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PIF Establishes SRJ Sports Investments Company to Elevate Sports Sector in Saudi Arabia, MENA

The Public Investment Fund announced the establishment of SRJ Sports Investments. (SPA)
The Public Investment Fund announced the establishment of SRJ Sports Investments. (SPA)

Saudi Arabia's Public Investment Fund (PIF) announced on Sunday the establishment of SRJ Sports Investments, a sports investment company that aims to accelerate the growth of the sports sector in Saudi Arabia and the Middle East and North Africa region.

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. These investments are expected to deliver financial returns and localize partnerships domestically and in the MENA region.

The new company will target businesses specialized 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.

Head of MENA Direct Investments at PIF Raid Ismail said: “We are thrilled to announce the establishment of SRJ Sports Investments Company to accelerate the growth of the sports sector in Saudi Arabia and the MENA region, by creating and investing in international sports IP, enhancing the fan experience through hosting major global events and investing in transformative technologies.”

“The company will complement other PIF investments in the sports sector, all of which are contributing to a more vibrant society, in line with PIF’s strategy and Saudi Vision 2030,” he added.

As a long-term investor, the entertainment, leisure, and sports sector is one of PIF’s 13 priority sectors for investment.

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Guardiola Signs 2-year Contract Extension at Man City, Eyes 'More Trophies'

(FILES) Manchester City's Spanish manager Pep Guardiola gestures on the touchline during the UEFA Champions League, league phase football match between Manchester City and Inter Milan at the Etihad stadium, in Manchester, north-west England, on September 18, 2024. (Photo by Oli SCARFF / AFP)
(FILES) Manchester City's Spanish manager Pep Guardiola gestures on the touchline during the UEFA Champions League, league phase football match between Manchester City and Inter Milan at the Etihad stadium, in Manchester, north-west England, on September 18, 2024. (Photo by Oli SCARFF / AFP)
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Guardiola Signs 2-year Contract Extension at Man City, Eyes 'More Trophies'

(FILES) Manchester City's Spanish manager Pep Guardiola gestures on the touchline during the UEFA Champions League, league phase football match between Manchester City and Inter Milan at the Etihad stadium, in Manchester, north-west England, on September 18, 2024. (Photo by Oli SCARFF / AFP)
(FILES) Manchester City's Spanish manager Pep Guardiola gestures on the touchline during the UEFA Champions League, league phase football match between Manchester City and Inter Milan at the Etihad stadium, in Manchester, north-west England, on September 18, 2024. (Photo by Oli SCARFF / AFP)

Pep Guardiola committed himself to Manchester City for another two years on Thursday and quickly set his sights on adding to his record-breaking reign.
Guardiola ended uncertainty about his future by signing a contract extension that would prolong his tenure as City manager to 11 seasons.
“I have said this many times before, but I have everything a manager could ever wish for," said the 53-year-old Catalan coach, whose current deal was due to expire at the end of this season. "Hopefully now we can add more trophies to the ones we have already won. That will be my focus.”
Guardiola has overseen a period of unprecedented dominance since joining City in 2016. He has gone on to win six Premier League titles in seven years at the Etihad Stadium and also won the Champions League. In total, he has won 15 major trophies at the club.
He has set new benchmarks, with City becoming the first team to win four-straight English league titles and the first to amass 100 points in a single season in 2018. He also led City to the treble in 2023, winning the Premier League, Champions League and FA Cup in one season — matching Manchester United's achievement in 1999.
“Manchester City means so much to me. This is my ninth season here. We have experienced so many amazing times together. I have a really special feeling for this football club,” Guardiola added in his statement. “That is why I am so happy to be staying for another two more seasons.”
Publicly, Guardiola gave no indication about whether he would stay on even as he entered the final months of his contract, The Associated Press reported. That led to speculation about potential successors, but City remained hopeful he could be convinced to sign another extension.
He has already managed City for longer than any his former clubs, having spent four years at Barcelona and three at Bayern Munich.
City Chairman Khaldoon Al Mubarak said he was “delighted” that Guardiola is staying.
“His hunger for improvement and success remains insatiable and the direct beneficiaries of that will continue to be our players and coaching staff, the culture of our club, and the English game at large,” he said.
“This renewal will take Pep beyond a decade of coaching Manchester City and the opportunity to continue to re-write the managerial record books.”
Guardiola's new deal comes at a time when City's Premier League dominance appears to be under threat. The four-time defending champion has lost four games in succession in all competitions — the worst losing streak of Guardiola's managerial career.
Guardiola is widely considered one of the greatest managers of all time, having been a serial winner at Barcelona, Bayern and City. He has won 33 major titles with those clubs, including three Champions League trophies.