Partnership of Surj and Leejam propels expansion in Saudi Arabia's sports industry
The sports sector in Saudi Arabia is witnessing rapid progress, with nearly half of the population now participating in weekly physical activity, a significant increase from the 13% recorded in 2015. This growth is reflected in the tripling of sports federations to 98 and the surge of multi-sport clubs from 9 to 126.
In an effort to accelerate this momentum and foster innovation, SURJ Sports Investment and Leejam Sports Company have formalized a partnership through a Memorandum of Understanding (MoU). This collaboration aims to increase sports participation, scale innovation, and expand access to world-class fitness experiences.
The MoU outlines collaboration across six key areas: stadia and fitness facility operations, co-investment in sports properties, sponsorship and brand engagement, community activation and mass participation, data and technology integration, and co-creation of content and media production.
SURJ Sports Investment, led by CEO Danny Townsend, will bring its sports investment capabilities to the table, while Leejam Sports Company, a publicly listed company on the Saudi Exchange (Tadawul) and the owner-operator of the Fitness Time network of sports and fitness centers, will leverage its national footprint and operational expertise.
One of the core pillars of this partnership is data and technology collaboration, which will see both parties sharing insights on performance metrics, gym technologies, and digital engagement tools. This collaboration is expected to enhance sports and fitness experiences, aligning with Saudi Vision 2030 goals to foster a more active, inclusive, and healthier society.
The partnership also aims to activate new models of community engagement and wellness innovation. By co-developing short-form and live fitness content across platforms, the partnership hopes to engage a wider audience and encourage more people to adopt a healthier lifestyle.
Women's participation in sport in Saudi Arabia has seen extraordinary growth, with a 149% increase since 2015 and over 330,000 registered female athletes. The partnership between SURJ Sports Investment and Leejam Sports Company is poised to build on this progress, aiming to unlock opportunities that go beyond traditional investment models.
Abdulelah bin Mohammed Al-Nemr, the CEO of Leejam Sports Company, expressed his excitement about the partnership, stating, "We are thrilled to partner with SURJ Sports Investment to drive growth and innovation across Saudi Arabia’s sports ecosystem."
This partnership is a significant step towards creating a more active and healthier Saudi Arabia, leveraging the strengths of both SURJ Sports Investment and Leejam Sports Company to bring the power of sport closer to more people.
- The news of the sports sector in Saudi Arabia witnessed a remarkable progress is noteworthy, as the participation rate increased from 13% in 2015 to nearly half the population squeezing in a weekly physical activity.
- The growth is evident in the sports landscape, with the multiplication of sports federations tripling to 98 and the surge of multi-sport clubs from 9 to 126.
- To sustain this growth and encourage innovation, SURJ Sports Investment and Leejam Sports Company formalized a strategic partnership through a Memorandum of Understanding (MoU).
- The collaboration aims to increase sports participation, scale innovation, and expand access to world-class fitness experiences.
- The partnership outlines cooperation across six areas: stadia and fitness facility operations, co-investment in sports properties, sponsorship and brand engagement, community activation and mass participation, data and technology integration, and co-creation of content and media production.
- SURJ Sports Investment, led by CEO Danny Townsend, will leverage its sports investment capabilities, while Leejam Sports Company, as a publicly listed company on the Saudi Exchange (Tadawul) and the owner-operator of the Fitness Time network of sports and fitness centers, will contribute its national footprint and operational expertise.
- The core pillar of this partnership lies in data and technology collaboration, involving both parties sharing insights on performance metrics, gym technologies, and digital engagement tools.
- This collaboration seeks to enhance sports and fitness experiences, thereby aligning with Saudi Vision 2030 goals to foster a more active, inclusive, and healthier society.
- The partnership also looks forward to activating new models of community engagement and wellness innovation, with a focus on co-developing short-form and live fitness content across platforms.
- Women's participation in sport in Saudi Arabia has seen impressive growth, as recorded by a 149% increase since 2015 and over 330,000 registered female athletes.
- The partnership between SURJ Sports Investment and Leejam Sports Company is set to build upon this progress, aiming to unlock opportunities that go beyond traditional investment models, ultimately bringing the power of sport closer to more people in the midst of Saudi Arabia's growth.
