PMY-Tahreez deal to reshape live sport future

Article posted by Coliseum, December 12^th, 2025

Image: PMY Group

In a move set to reshape the future of live sport and entertainment venues and major events across the Kingdom of Saudi Arabia, PMY Group, a global leader in technology, intelligence and experience solutions, has entered into a joint venture with the leading Saudi Arabian technology and systems integration company Tahreez, a subsidiary of Alturki Holding.

‘PMY’ stated that the joint venture will deliver world-class digital, technology, data, and creative solutions to support the operation, enhancement and commercialization of stadiums, arenas, mixed-use entertainment precincts, and rightsholders that are powering the market to global leadership in sport and entertainment.

PMY is a global technology partner to the world’s leading venues, events and organizations. With decades of experience and deep local insight they specialize in designing, delivering and operating technology systems that elevate the live environment. PMY capabilities span artificial intelligence (AI)-powered crowd intelligence, immersive audio-visual (AV), creative content, live production and data-driven solutions – creating exceptional fan experiences while driving operational efficiency and long-term value.

PMY work across sport and entertainment, major events, public infrastructure, retail, and mixed-use precincts helping their partners unlock the full potential of their spaces and audiences.

Tahreez is a Saudi-based technology and solutions provider with a bold growth agenda driving innovation across critical sectors and enabling the Kingdom’s digital transformation. Backed by Alturki Holding, Tahreez delivers advanced, high-impact solutions that power Saudi Arabia’s smart, secure and connected future. With a Saudi-centric approach, the company leverages strategic global partnerships, local research and technology development and deep domain expertise to deliver excellence across security, audiovisual, smart infrastructure, healthcare digitalization, and advanced managed services. By combining global innovation with local execution, Tahreez creates future-ready technologies and sustainable solutions that strengthen national capabilities and support Vision 2030 – empowering industries, communities and the Kingdom’s digital evolution.

Saudi Vision 2030 is a Government program launched on April 25^th, 2016 by the Saudi Government and Crown Prince Mohammed bin Salman to increase diversification economically, socially and culturally within Saudi Arabia. The project is intended to improve fiscal management and reduce Saudi Arabia’s economic dependency on oil.

‘PMY’ further stated that by combining PMY’s global expertise with Tahreez’s deep-rooted local knowledge and strategic execution the joint venture empowers Saudi Arabia’s sports and entertainment landscape with cutting-edge technology, localized innovation and world-class delivery.

Together, they are creating a powerful platform to design, deliver and manage future-ready technology environments across the Kingdom – supporting Vision 2030 through digital transformation, operational excellence and sustainable innovation.

The partnership was announced recently at the Australian Embassy in Riyadh as part of the Victorian Government’s Sport Economy Mission to the Gulf.

Pointed out Paul Yeomans, head honcho, PMY, “The Kingdom of Saudi Arabia is redefining the global benchmark for sport, entertainment and culture. Projects like Qiddiya and Diriyah are being developed at unprecedented scale and empowered by the latest in next-generation technology. We are incredibly proud to partner with Tahreez and the broader Alturki Holding company on our expansion into the Kingdom and most humbled by the opportunity to play our role in this most transformational time.”

Remarked Rami Alturki, President and Chief Executive Officer (CEO) of Alturki Holding, “This collaboration marks a major milestone in our ongoing commitment to support the Kingdom’s transformation. With PMY’s international track record and Tahreez’s local delivery capability we are uniquely positioned to power the next generation of world-class venues and experiences.”

Commented Badr Alshathry, Chairman of Tahreez, “Our partnership with PMY represents a strategic step toward localizing advanced technologies and supporting the Kingdom’s digital transformation. It enhances the infrastructure of the sports and entertainment sectors and contributes to achieving the goals of Saudi Vision 2030 through solutions that combine global expertise with local knowledge to create lasting impact.”

Added Francesco Fidicaro, Managing Director of Tahreez, “We’re not just deploying technology – we’re shaping the future of how people engage with entertainment, sport and live events. With demand accelerating across the Kingdom our joint venture is ready to deliver lasting impact.”

Tahreez Sport and Entertainment will operate with full and exclusive use of all PMY brand marks and intellectual property in the region and reinforces PMY’s commitment to delivering its global leading solutions via authentic, trusted and reliable partnerships in the market.

Through Tahreez clients in Saudi Arabia can now experience the best of what the sport and entertainment world has to offer – customized to their needs and delivered locally.

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