IS ALPHA AT THE FUSION OF SPORTS AND ENTERTAINMENT? POWERED BY PIF

The discussion centers on the evolving landscape of sports investment, particularly within Saudi Arabia and the broader Middle East. Noah Al-Azeera, CEO of Saudi Golf, emphasizes the country's ambition to become a leading golf destination, highlighting golf's role as a social, entertainment, and economic bridge. Scott O'Neill, CEO of Live Golf, speaks about the company's mission to expand golf globally, bringing entertainment and a faster pace of play to the sport. Danny Townsend, CEO of Surge Sports, explains the company's strategy of investing in world-class sports IP to drive domestic investment and inspire participation in sports within the Kingdom. They discuss the shift in the center of gravity in the sports world towards the Middle East, driven by a desire for tourism, infrastructure development, and a younger population's interest in sports. The speakers highlight the region's unique ambition and commitment to changing the sporting landscape. The panel explores strategies to increase both viewership and participation in sports, particularly golf, within Saudi Arabia. O'Neill advocates for a global perspective in sports, leveraging social media to democratize access and engagement. Townsend emphasizes Surge's focus on owning sports IP to build sustainable sports ecosystems within the country.