SURJ Sports Investment Announces Investment in Professional Triathletes Organisation (PTO)

The Professional Triathletes Organisation (PTO) has secured an investment from Saudi Arabia’s SURJ Sports Investment as part of its Series C funding round, reinforcing the endurance sport body’s ambitions for global expansion and increased mass participation, particularly in the Middle East and North Africa (MENA) region.

The funding round also includes continued backing from existing investors such as Sir Michael Moritz, Cordillera Investment Partners, and Verance Capital. While specific financial terms were not disclosed, the investment marks a commercial development for the PTO as it scales its flagship T100 Triathlon World Tour and accelerates strategic market entry into Saudi Arabia.

Sharing that the PTO’s combination of elite sport and community engagement was central to its appeal, CEO of SURJ, Danny Townsend, noted: “We’re proud to support this next phase of growth and to explore how the model can inspire more people across the region to get active.”

The PTO’s growth strategy hinges on blending elite competition with inclusive formats, enabling amateur athletes to participate alongside professionals in global host cities.

SURJ’s involvement signals further alignment between Saudi Arabia’s Vision 2030 and the global sports investment landscape.

Since 2022, triathlon participation in the Kingdom has reportedly grown by 24%, with a sharp rise in domestic event hosting and media interest. This investment complements SURJ’s broader mandate to develop a globally competitive sports ecosystem through targeted partnerships with international rights holders.

From a commercial perspective, the PTO’s investor base continues to diversify, indicating confidence in the long-term marketability of triathlon beyond its traditional niche. The organisation’s emphasis on gender parity also aligns with broader shifts in sports governance and commercial expectations.

In 2025, the T100 Tour has expanded to nine cities, including new entries in Qatar and France, and returns to key markets such as Singapore, London, and Dubai. The Qatar stop will also host the new World Championship Final under a five-year deal with Visit Qatar, further indicating a pivot toward the Gulf as a key growth frontier.

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