SURJ was founded in 2023 with Danny Townsend (left) as chief executive officer. (Credit: Enfield Investment Partners)

The Enfield Investment Partners private equity group has agreed on a new strategic partnership with the sports arm of Saudi Arabia’s Public Investment Fund (PIF), SURJ Sports Investment.

This new partnership coincides with the launch of a new $4bn global sports investment fund by the US-based Enfield, through which the firm will collaborate with SURJ to identify co-investment opportunities in their respective territories.

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Jake Silverstein, Enfield chair and co-founder, confirmed that Enfield will now have operations situated in Saudi Arabia via a physical presence in SURJ’s offices in the country.

Silverstein added: “The transformation of Saudi Arabia has revolutionized the global sports landscape, and with the FIFA World Cup confirmed for 2034, this journey has only just begun. As part of our collaboration, alongside our Washington, D.C. headquarters, we will establish a presence in SURJ’s Riyadh offices to further support our shared ambitions and foster bilateral growth.

“We intend to leverage this partnership to contribute to one of the most dynamic growth stories in sports, enhancing the reach and impact of sport worldwide.”

SURJ chief executive Danny Townsend added: “In Enfield, we have a trusted partner with whom we will together seek to drive forward the future of sport in ways that meet the ever-changing needs of fans and audiences around the world.

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“This marks an exciting next step for SURJ Sports Investment as we further strengthen our bilateral relationships with the US market and with Enfield can seek to be an ambitious and impactful investor in sports at the cutting edge of global fandom.”

SURJ’s inaugural investment came in 2023 when it put $100mn into mixed martial arts promotion PFL for the establishment of its PFL MENA regional league focused on the Middle East and North Africa.

SURJ Sports Investment, originally SRJ Sports Investment, was established in 2023 by the PIF to “accelerate the growth of the sports sector” in its home country and the Middle East and North Africa (MENA) region.

The PIF said the investments are expected to deliver financial returns and localize partnerships domestically and in the MENA region.

The new company will target businesses specialized in offering fan engagement activities and sports technology across the industry.

The move is part of the Sports Clubs Investment and Privatization Project launched in June 2023 by Prince Mohammed bin Salman.

The initiative, which aims to encourage private investment in the sports sector, is aligned with the kingdom’s Vision 2030 and will have a particular focus on soccer.