SURJ Invests $40M in Triathlon and Partners with Leejam

Saudi Arabia’s SURJ Sports Investment, the sports-focused division of the Public Investment Fund (PIF), has announced a $40 million investment in the Professional Triathletes Organisation (PTO), positioning SURJ as the lead investor in a recent Series C funding round. At the same time, SURJ has signed a wide-ranging partnership with Leejam Sports Company, operator of the Fitness Time network, strengthening its domestic strategy by enhancing grassroots fitness and community sport infrastructure across the Kingdom.

By leading this funding round, SURJ enables the PTO to increase its investment in elite racing, athlete income guarantees, prize purses, broadcast expansion and marketing initiatives across the region. This support aligns with Saudi Arabia’s broader strategic goal to diversify its economy and strengthen its global influence through targeted investments in sports infrastructure and events.

Additionally, SURJ Sports Investment has entered into a landmark Memorandum of Understanding (MoU) with Leejam Sports Company, the operator of the Fitness Time network in Saudi Arabia. The MoU, signed by SURJ CEO Danny Townsend and Leejam CEO Abdulelah Al-Nemr, establishes a comprehensive partnership across six key areas: operation of stadiums and fitness facilities, co-investment in sports properties, sponsorship and brand engagement, grassroots community involvement, data and technology integration and content/media co-creation.

Leejam, which is publicly traded on the Tadawul, has a national presence of fitness centres and digital capabilities. Under this agreement, Leejam will explore opportunities to manage wellness zones within SURJ-backed facilities, co-host fitness and triathlon-related programs and activate sponsorship and community projects associated with SURJ’s sports investments. Data sharing and content creation are central to this collaboration, as both organisations intend to work together on performance analytics, digital tools, training methodologies and short-form media to inspire active lifestyles across Saudi communities in line with Vision 2030 goals.

Together, these two developments reflect Saudi Arabia’s integrated sports strategy.  By financing international triathlon, SURJ is positioning Saudi Arabia as a global player in elite sports, simultaneously enhancing its domestic sports infrastructure and promoting participation by collaborating with Leejam to engage more Saudis in fitness and sports activities. By combining global intellectual property acquisition with local grassroots initiatives, SURJ aims to deliver both elite-level sports and widespread societal benefits, reinforcing Saudi Arabia’s ambition to become a leading sports hub in the Middle East.