AlUla Sports Development Partnership Advances Global Events With Royal Commission And SURJ
The Royal Commission for AlUla has agreed a new memorandum of collaboration with SURJ Sports Investment. The agreement focuses on developing sports programmes and content in AlUla, identifying joint investment prospects, and studying options to host major elite events that support AlUla’s global sporting profile.
Under the memorandum, both parties set out a framework for long-term cooperation in sports investment. The framework covers planning, delivery and evaluation of sports initiatives, with the aim of diversifying AlUla’s sports sector and strengthening its role as a destination for international competitions and events.
The collaboration targets several sports and event properties, including the potential staging of the PFL MENA series in AlUla. The partners will also look at expanding tennis, polo, cycling, athletics, and show jumping, while aligning every project with the strategic directions of the commission.
Alongside event hosting, the memorandum calls for joint assessment of investment opportunities linked to sports content and services. This includes recovery and rehabilitation programmes, high-performance training camps, and complementary media products, with the goal of securing more international championships and placing AlUla firmly on global sporting calendars.
| Area | Planned focus in AlUla |
|---|---|
| PFL MENA series | Explore hosting and activation opportunities |
| Tennis, cycling, athletics, show jumping | Develop programmes and events |
| Polo | Evaluate development and long-term hosting rights |
| Support services | Recovery, rehabilitation, training camps, sports content |
Polo receives specific attention in the memorandum, with both sides examining how to enhance the sport in AlUla. The study includes the possible granting of multi-year hosting rights from 2027, supporting AlUla’s broader plans for equestrian and heritage sports development.
The Royal Commission for AlUla and SURJ Sports Investment also underline the need for integrated planning across the sports calendar. They aim to create year-round promotional and activation opportunities, using SURJ’s intellectual property rights and content to help build a connected, multi-sport ecosystem in the governorate.
According to the commission, expanding strategic partnerships remains a priority to advance the sports sector as a driver of sustainable development. The memorandum supports this direction, reinforcing AlUla’s growing status as a key venue for both sporting and cultural events at local, regional, and international levels.
With inputs from SPA
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