Saudi PIF invests in surging soccer realm with Kings League

Having disrupted the athletic world with billions poured into golf, tennis, mixed martial arts and esports, Saudi Arabia’s Public Investment Fund is diving deeper into soccer.

SURJ Sports, an investment arm of the sovereign wealth fund, signed an agreement on Tuesday to form a joint venture with the upstart Kings League.

The move brings a wildly popular new brand of football to the kingdom that features seven players on each side of the field. 

An inaugural event is planned for November, which will be streamed on a range of platforms including TikTok and YouTube. The league has close to 30 million social media followers.

Kings League was founded in 2022 by former Barcelona defender Gerard Piqué and has a growing young audience drawn by its fast-paced format.

Most of the league’s revenue comes from sponsorship and merchandising, rather than broadcasting, which fuels traditional football teams that play with 11 to a side. 

“Our priority today is to maximize reach and get in front of as many fans as possible,” Kings League CEO Djamel Agaoua tells Bloomberg.

“In the future, as the product matures, we want to develop our media rights revenue stream, and we might consider more exclusive deals with broadcasters and streaming platforms,” he said.

Saudi Arabia wins nod to host soccer’s World Cup in 2034

Saudi Arabia has 10 years to prepare for its stint as the epicenter of global sports when the kingdom hosts soccer’s 2034 World Cup.

Gathered in an online meeting on Wednesday convened by governing body FIFA, representatives of 200 national soccer federations gave their approval to Saudi Arabia, which was uncontested in its bid for hosting the world’s most-watched sporting event, the Associated Press reports.

“We look forward to hosting an exceptional and unprecedented edition of the FIFA World Cup by harnessing our strengths and capabilities to bring joy to football fans around the world,” Saudi Crown Prince Mohammed bin Salman said in a statement.

Saudi Arabia’s Public Investment Fund plans to spend tens of billions of dollars on projects related to the World Cup, including one of the stadiums built 350 meters above the ground in NEOM. Another stadium named for the Crown Prince will be atop a cliff in Riyadh’s Qiddiya sports and entertainment development.

Much like Qatar’s experience hosting the 2022 World Cup in Qatar, Saudi Arabia will be subject to intense scrutiny of its human rights record, including the treatment of women and migrant workers.