Showcasing AlUla as global sports destination

Article posted by Coliseum, January 20^th, 2026

Image: Royal Commission for AlUla

The Royal Commission for AlUla has signed a memorandum of collaboration with the SURJ Sports Investment to explore the development of sports programs and content in AlUla, evaluate opportunities for joint investment and assess potential hosting of high‑quality sporting events thereby strengthening AlUla’s position as a global destination for sport and major events.

‘ARAB NEWS’ stated that the memorandum seeks to establish a framework for future collaboration in the field of sports investment, the activation of initiatives and programs related to hosting tournaments and events and the exploration of opportunities within SURJ’s investment portfolio in alignment with the commission’s strategic directions and in support of diversifying the sports landscape in the governorate.

The Royal Commission for AlUla (RCU) is a Saudi Government body established in 2017 to sustainably develop the historically and naturally significant AlUla Region in Northwest Saudi Arabia transforming it into a global tourism, cultural and heritage destination while preserving its unique landscape and empowering the local community, aligning with the Kingdom’s Vision 2030 goals for economic diversification and heritage protection. The RCU manages projects in archaeology, tourism, education, arts, and infrastructure balancing modern development with the preservation of AlUla’s ancient sites like Hegra.

SURJ Sports Investment (SURJ) is Saudi Arabia’s Public Investment Fund (PIF) subsidiary, launched in 2023, focused on transforming the Middle East’s sports ecosystem by investing in global sports properties, technology, media, and infrastructure to boost economic growth and align with Vision 2030.

‘ARAB NEWS’ further stated that the areas of cooperation include exploring opportunities to host and activate the Professional Fighters League MENA series in AlUla, developing tennis and polo as well as cycling, athletics and show jumping.

This also includes assessing investment opportunities in complementary sports content, recovery and rehabilitation programs, training camps, and the attraction of international championships contributing to the strengthening of AlUla’s presence on global sporting calendars.

The memorandum further provides for cooperation in evaluating and developing polo in AlUla including studying the possibility of awarding multiyear hosting rights starting from 2027 in line with AlUla’s long-term vision for the development of equestrian and heritage sports.

The Royal Commission for AlUla and SURJ Sports Investment emphasized the importance of integration in developing year-round promotional and activation opportunities and leveraging SURJ’s intellectual property rights and content, contributing to the establishment of a comprehensive, multisport ecosystem in AlUla that supports its economic and developmental objectives.

The Commission reaffirmed its commitment to expanding its strategic partnerships and strengthening the role of the sports sector as a key driver of sustainable development reflecting AlUla’s position as a leading destination for sporting and cultural events at both the local and global levels.

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