Finance

SURJ, Enfield to partner on sports investments

Featured image credit: SURJ Sports Investment

SURJ Sports Investment, a company launched by Saudi Arabia’s Public Investment Fund (PIF), has partnered with US-based Enfield Investment Partners to advance their respective investments in sport.

The deal has been signed as Enfield announces the launch of a new $4bn (£3.3bn/€3.9bn) sports asset fund. SURJ said its strategic partnership with Enfield will allow the companies to “strengthen bilateral relationships” in the US and Saudi Arabia.

SURJ and Enfield have committed to working together to “discover, share and harness the potential” of prospective growth opportunities within the global sports landscape. This will include sports teams, leagues, media and wider sport infrastructure.

SURJ launched in 2023 as part of plans to further Saudi Arabia’s sporting presence. Its core strategy is to invest directly into sports and the “parallel enablers” that drive fan and audience participation.

Saudi Arabia has emerged as a major hub for global sport in recent years, and last month it was confirmed that the country will host the FIFA World Cup in 2034. Saudi Arabia’s event portfolio also includes a Formula 1 race, numerous high-profile boxing matches, and the 2027 Asian Cup. The PIF also owns Premier League football club Newcastle United.

Danny Townsend (pictured left), chief executive of SURJ Sports Investment, said: “We are delighted to have joined forces with Enfield Investment Partners following the launch of their new sports asset fund. In Enfield, we have a trusted partner with whom we will together seek to drive forward the future of sport in ways that meet the ever-changing needs of fans and audiences around the world.

“This marks an exciting next step for SURJ Sports Investment as we further strengthen our bilateral relationships with the US market and with Enfield can seek to be an ambitious and impactful investor in the sports at the cutting edge of global fandom.”

Jake Silverstein (pictured right), co-founder and chairman at Enfield Investment Partners, added: “The launch of our global sports fund is the start of a promising new chapter, and we are honoured to have found in SURJ Sports Investment the ideal partner. We share a vision for the future of global sport, and we look forward to working hand-in-hand with SURJ. The transformation of Saudi Arabia has revolutionised the global sports landscape, and with the FIFA World Cup confirmed for 2034, this journey has only just begun.

“As part of our collaboration, alongside our Washington, D.C. headquarters, we will establish a presence in SURJ’s Riyadh offices to further support our shared ambitions and foster bilateral growth. We intend to leverage this partnership to contribute to one of the most dynamic growth stories in sports, enhancing the reach and impact of sport worldwide.”