Tahreez and PMY Group Form Strategic Joint Venture to Power Saudi Arabia’s Next Generation of Live Sports and Entertainment

Saudi Arabia’s sports and entertainment landscape has taken another major step forward with the announcement of a strategic joint venture between Tahreez, the Saudi technology and systems integration company backed by Alturki Holding, and global venue technology specialist PMY Group. The partnership, unveiled in Riyadh during the Victorian Government’s Sport Economy Mission to the Gulf, signals a new era in the Kingdom’s mission to create world-leading stadiums, arenas and major event environments powered by advanced digital infrastructure and next-generation fan experiences.

The joint venture will combine PMY’s global expertise in venue technology, intelligence and live experience with Tahreez’s deep local capability and strategic alignment with Saudi Arabia’s transformation agenda. Together, the companies will design, deliver and manage future-ready technology systems across stadiums, mixed-use entertainment districts and major event precincts, supporting the Kingdom’s ambitions under Vision 2030. This includes digital transformation, operational excellence, sustainable innovation and the creation of smarter, more connected venues that enhance commercial performance and elevate fan engagement.

For Saudi Arabia, the partnership arrives at a pivotal time. Mega-projects such as Qiddiya and Diriyah are setting new global benchmarks for sport, entertainment and cultural development. PMY Group CEO Paul Yeomans emphasised this momentum, noting that the scale of development across the Kingdom is unmatched internationally and powered by world-leading technology. Tahreez, through Alturki Holding, provides the local insight and execution needed to bring these ambitions to life.

Senior leaders across Alturki and Tahreez echoed this sentiment. Rami Alturki described the joint venture as a milestone in supporting national transformation, while Chairman Badr Alshathry highlighted its role in localising advanced technologies and strengthening national capabilities. Managing Director Francesco Fidicaro emphasised that the partnership is not only deploying technology but reshaping how people connect with live sport and entertainment.

Operating under the new name Tahreez Sport and Entertainment, the venture will have full access to PMY’s brand marks and intellectual property, ensuring that global best practice is delivered locally. For Saudi clients, this means access to advanced crowd intelligence systems, immersive audiovisual experiences, creative content production and data-driven operational solutions tailored to the Kingdom’s unique market needs.

As demand for major events and world-class venues accelerates across Saudi Arabia, this partnership positions Tahreez and PMY as a foundational force behind the digital, experiential and commercial evolution of the Kingdom’s live entertainment sector. It cements Saudi Arabia’s status as one of the most important global markets for venue innovation and marks a new era in how technology will shape the future of sport and entertainment in the region.