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.



Keys Upsets Swiatek, to Face Sabalenka in Saturday’s Final

Tennis - Australian Open - Melbourne Park, Melbourne, Australia - January 23, 2025 Madison Keys of the US celebrates winning her semi final match against Poland's Iga Swiatek REUTERS/Kim Kyung-Hoon
Tennis - Australian Open - Melbourne Park, Melbourne, Australia - January 23, 2025 Madison Keys of the US celebrates winning her semi final match against Poland's Iga Swiatek REUTERS/Kim Kyung-Hoon
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Keys Upsets Swiatek, to Face Sabalenka in Saturday’s Final

Tennis - Australian Open - Melbourne Park, Melbourne, Australia - January 23, 2025 Madison Keys of the US celebrates winning her semi final match against Poland's Iga Swiatek REUTERS/Kim Kyung-Hoon
Tennis - Australian Open - Melbourne Park, Melbourne, Australia - January 23, 2025 Madison Keys of the US celebrates winning her semi final match against Poland's Iga Swiatek REUTERS/Kim Kyung-Hoon

When Madison Keys finally finished off her 5-7, 6-1, 7-6 (10-8) upset of No. 2 Iga Swiatek in a high-intensity, high-quality Australian Open semifinal on Thursday night, saving a match point along the way, the 29-year-old American crouched on the court and placed a hand on her white hat.

She had a hard time believing it all. The comeback. What Keys called an “extra dramatic finish.” The victory over five-time Grand Slam champion Swiatek, who'd been on the most dominant run at Melbourne Park in a dozen years. And now the chance to play in her second Grand Slam final, a long wait after being the 2017 US Open runner-up.

“I’m still trying to catch up to everything that’s happening,” said the 19th-seeded Keys, who will face No. 1 Aryna Sabalenka, the two-time defending champion, for the trophy Saturday. “I felt like I was just fighting to stay in it. ... It was so up and down and so many big points."

Just to be sure, Keys asked whether Swiatek was, indeed, one point from victory. Yes, Madison, she was, while serving at 6-5, 40-30, but missed a backhand into the net, then eventually getting broken by double-faulting, sending the contest to a first-to-10, win-by-two tiebreaker.

“I felt like I blacked out there at some point,” Keys said, “and was out there running around.”

Whatever she was doing, it worked. Keys claimed more games in the semifinal than the 14 total that Swiatek dropped in her five previous matches over the past two weeks.

Sabalenka beat good friend Paula Badosa 6-4, 6-2 earlier Thursday. Sabalenka, a 26-year-old from Belarus, can become the first woman since 1999 to complete a threepeat.

"If she plays like this,” the 11th-seeded Badosa said, “I mean, we can already give her the trophy.”

Keys might have something to say about that.

Still, Sabalenka won her first major trophy at Melbourne Park in 2023, and she since has added two more — in Australia a year ago and at the US Open last September.
The last woman to reach three finals in a row at the year’s first Grand Slam tournament was Serena Williams, who won two from 2015-17. Martina Hingis was the most recent woman with a threepeat, doing it from 1997-1999.
“I have goosebumps. I’m so proud of myself,” Sabalenka said.
Swiatek had not lost a single service game since the first round, but was broken three times by Keys in the first set alone and eight times in all.
That included each of Swiatek’s first two times serving, making clear right from the get-go this would not be her usual sort of day. And while Swiatek did eke out the opening set, she was overwhelmed in the second, trailing 5-0 before getting a game.
This was the big-hitting Keys at her very best. She turns 30 next month and, at the suggestion of her coach, former player Bjorn Fratangelo — who also happens to be her husband — decided to try a new racket this season, an effort both to help her with generating easy power but also to relieve some strain on her right shoulder.
It’s certainly paid immediate dividends. Keys is now on an 11-match winning streak, including taking the title at a tuneup event in Adelaide.
She was good enough to get through this one, which was as tight as can be down the stretch.
“At the end, I feel like we were both kind of battling some nerves. ... It just became who can get that final point and who can be a little bit better than the other one,” Keys said. “And I’m happy it was me.”