Saudi Arabia’s Surj Sports Investment Takes Minority Stake in DAZN

Saudi Arabia’s aggressive push into global sports has taken another leap forward, with Surj Sports Investment—an arm of the country’s Public Investment Fund (PIF)—acquiring a minority stake in DAZN. The deal, part of a $1 billion investment package, not only injects fresh capital into DAZN but also establishes DAZN MENA, a joint venture to revolutionise sports broadcasting across the Middle East and North Africa.

This latest move underscores Saudi Arabia’s ambitions to reshape the global sports landscape. With the financial backing of PIF, Surj is positioning itself as a major player in the sector, mirroring its strategy with LIV Golf by investing in sports media, talent, and event infrastructure. DAZN, already a powerhouse in sports streaming with rights across football, Formula One, boxing, and the NFL, will become the principal broadcast partner for Saudi-based sports and events, expanding the kingdom’s global sporting footprint.

A LIV-Style Expansion into Other Sports?

Saudi Arabia’s investment in DAZN aligns with growing speculation that the kingdom plans to replicate its LIV Golf model in other major sports. The capital infusion into DAZN could serve as a precursor to launching breakaway leagues or alternative competitions that challenge traditional structures. The kingdom’s PIF has already demonstrated a willingness to disrupt the sports industry, as seen in its high-profile acquisitions and partnerships across football, Formula 1, and sports media.

Strategic Alignment Between DAZN and Saudi Arabia’s Sporting Vision

DAZN’s CEO, Shay Segev, hailed the deal as a milestone that will “transform the sports entertainment landscape” in Saudi Arabia and the wider region. With the Financial Times reporting a stake of under 5% in DAZN and around half of the $1 billion investment directed toward the joint venture, Saudi Arabia is leveraging its financial power to enhance its influence over global sports broadcasting.

This agreement also follows Saudi Arabia’s successful bid to host the 2034 FIFA World Cup, further reinforcing the kingdom’s ambitions. Surj CEO Danny Townsend highlighted that their focus is on “investing in the service providers of the industry that are going to form the future of how fans engage with sport.” With DAZN aiming to build a $200 billion global media group, the partnership could provide the necessary resources and strategic alignment to make that vision a reality.

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