Sela is broadening its horizons with high-profile collaborations that are providing solid foundations for future growth. The Long Game delved into Sela’s future outlook with two of the company’s key figures.
Saudi Arabian entertainment and hospitality company Sela has embodied the growth of its nation in recent years – and is now hungry to expand its influence beyond the kingdom’s borders through an increasingly international outlook.
The foundations for this future optimism were formed in 1997, when Sela became Saudi Arabia’s first FIFA-recognised athlete representation body. Eight years later, it expanded to encompass sports marketing services under its umbrella before going on to sponsor several domestic football clubs and then Egypt’s Al Ahly – the most successful African team of all time.
Now, Sela has hosted tournaments in football and chess, and branched out to staging music festivals, supporting tourist experiences, and creating holiday destinations.
This diversification mirrors that of Saudi Arabia’s broader economic strategy, with lawmakers having implemented reforms to reduce oil dependence and broaden income sources.
The International Monetary Fund’s latest annual review found that recent laws promoting entrepreneurship and reducing the costs of doing business helped new investment deals and licenses grow by 95% and 267%, respectively, in 2022.
A driving force behind this growth is the Saudi Arabian state-owned Public Investment Fund (PIF), which has opened up a new dimension for future growth in the sports industry by identifying and investing in a number of projects.
This fund owns Sela which this year became the primary shirt sponsor of England Premier League football team Newcastle United, and despite the company’s longevity in the sports industry, the sponsorship deal elevated Sela’s profile to unprecedented heights.
The multi-year partnership was announced in June and, while one of Sela’s biggest moves to date, it represents just the beginning of a new era of high-profile opportunities for the company, according to Sela’s executive vice president of strategy and business development Ahmed Mohtaseb and head of programme realisation Ibrahim Mohtaseb.
“Our evolution as a company is a result of our endless effort to adapt to the changing market trends and consumer needs,” they explain, before adding that there are “strong plans” in place for further growth in the UK. “We have always kept an eye on areas of growth and an open mind towards opportunities.”
The Long Game caught up with Ahmed Mohtaseb and Ibrahim Mohtaseb to delve into these plans in further detail. Here are their collective thoughts on the expansion of an organisation and the opportunities that lie ahead at the heart of one of the most exciting intersections of the sports industry…
Are you considering expanding your areas of interest in the coming years by, for example, branching out more into media and rights distribution?
“We are in the process of strategically broadening our presence into sectors and domains that align naturally with our core business operations. This expansion is a testament to our commitment to exploring new opportunities that present clear potential and where we can leverage our expertise to deliver exceptional results. We firmly believe that maintaining these uncompromising quality standards is non-negotiable and a fundamental aspect of our approach.
“Our overarching principle is to ensure that any expansion we undertake not only aligns with our core competencies but also upholds the same level of excellence and quality that our stakeholders have come to expect from our organisation. This commitment to quality assurance serves as the cornerstone of our expansion efforts, as we seek to continually enhance and diversify our business portfolio in a sustainable and impactful manner.”
Football appears to remain your focus, but will that remain the case in the future, or are you expecting to expand your work in other sports?
“We have already broadened our focus beyond football. The company has since expanded and has worked with major sports properties, including Formula E, SuperCoppa, the Spanish Super Cup, World Wrestling Entertainment, World Boxing Super Series, and the World Chess Championships. While we continue exploring sports opportunities as, our focus remains on all sorts of entertainment and leisure sectors as they have become a part of our DNA.”
How important will exhibition matches continue to be for showcasing Sela and Saudi Arabia?
“Exhibition games present a different opportunity to connect and engage with the fans, free from some of the normal commercial and regulatory restrictions that exist in Premier League and Uefa fixtures so there’s more potential to deepen our relationship and bring fans closer to the action.
“This extends to our partnership with Newcastle United too. Last summer we staged the inaugural Sela Cup at St. James’ Park which featured the host club, Villarreal, Nice and Fiorentina. It was a great way to kick off the new season. We also showcased the Newcastle Women’s team against West Bromwich Albion Women as part of the weekend of matches.
The event (Battle of the Baddest) combined both sports and entertainment, which are at the heart of what we do
“Successful exhibitions work for the Club in respect to providing valuable fixtures, while also giving fans a unique experience, and we can see already from the matches we have been a part of how well-placed games can strengthen our connection with Newcastle’s passionate fan base and demonstrate that our partnership is more than just having our name on the shirt.”
What sort of opportunity does esports represent for Sela and Saudi Arabia? The Esports World Cup will launch in the kingdom next year, and Sela launched the Gamers8 festival in Jeddah last year…
“Esports has been growing in popularity in Saudi Arabia for a while, reflecting broader trends in the global esports industry. Saudi Arabia has a predominantly young population, and esports tends to appeal strongly to the younger generation. As a result, there is a natural interest and engagement with video games and competitive gaming.
“The Saudi Vision 2030 has pinpointed the potential of esports as a driver of economic growth and a means to engage the country’s youth. In additional to various factors, including developed infrastructure and the founding of multiple professional teams and leagues, the esports market is bursting with opportunities for local, regional, and international businesses to contribute to its exponential growth.
Sela’s event portfolio has diversified considerably in recent years. Which event stands out for you in terms of its experiential impact?
“The recent epic boxing event, ‘Battle of the Baddest’, that was held Kingdom Arena in Riyadh between the current World Boxing Council heavyweight champ Tyson Fury and former UFC heavyweight champion Francis Ngannou was part of a spectacular project. The event combined both sports and entertainment, which are at the heart of what we do.
“That night showcased to the world our capabilities to deliver unforgettable moments where a ‘wow factor’ was at the cornerstone of every detail. Since this was an opening ceremony not only for the boxing match but for the Riyadh Season, it included a thrilling music performance by multiple artists, a spectacular light show, with the boxing ring emerging from the floor. We saw fans enjoy the fight as well as an iconic show – some coming from all over the world to witness this once-in-a-lifetime event including major celebrities such as Eminem and Ye – formerly known as Kanye West.”
Given examples such as the ‘Battle of the Baddest’ and your other events that seek to push the boundaries through combining sport and entertainment, what do you believe is the future of the fan experience?
“The days when fans were passive observers of events are long gone. Our approach is simple – we want to elevate the experience for fans however we can. That could be with an amazing drone show that celebrates a key milestone moment, like we did recently with Newcastle United, or it could be by creating immersive, spectacular and connected environments like we do when we host Gamers8 in Riyadh. As fans ourselves, we recognise the need for constant innovation in this space in coordination with our key partners.”
The days when fans were passive observers of events are long gone
How do you select which sporting properties will be a good fit for Sela – and is that formula changing?
“It is very important to us that we find common values with our partners. Sharing the same principles, ambitions, and vision is the foundation of our selection. This hasn’t changed over the years as we have maintained a healthy adherence to what really matters to us, which has allowed us to grow.”
One of your high-profile partners is Newcastle United and, building on your shirt sponsorship deal, Sela has been lined up as the naming-rights sponsor of the club’s proposed new fan zone at Strawberry Place near St. James’ Park. What are your hopes for the future of the Newcastle collaboration?
“We are honoured to have the privilege of being the club’s shirt sponsor; becoming part of the club’s family, and at the home of every fan. Aside from our exciting ideas for Strawberry Place and other sponsorship-related activities, we envision collaborating closely with the club throughout this exciting phase of growth on and off the pitch, drawing upon our extensive expertise to bring these ideas to fruition.
“A club is more than just its results, and we see a big role for Sela in helping the club to really harness the passion and excitement for the success that we hope to see on the pitch, by bridging the gaps that have previously been in existence, and bringing the fans back to the forefront of the action.
“In addition, our student exchange initiatives will allow young individuals from both Newcastle and Saudi Arabia to benefit from top-notch coaching. Additionally, to enhance fans’ comprehension of our mission and values, we are exploring avenues to offer club supporters the chance to explore our remarkable venues and locations in Saudi Arabia.”
The Strawberry Place development – which will be called ‘St. James’ Park STACK, powered by Sela – is set to be open in 2024 as a hub of food, drink, entertainment and live sport. How important will these types of in-person fan experience spaces be for the future of supporter engagement?
“It is a significant opportunity to enhance supporter engagement, and these in-person fan experience spaces are increasingly important for the future of supporter engagement for several reasons.
“We’ve seen several clubs really make the most of dedicated fan zones in recent years, and we want to support the club to realign the matchday experience with a real focus on what fans want to make the most of their time watching Newcastle United. This means improved spaces for supporters to gather, socialise, and enjoy pre-match, half-time, and post-match activities as well as non-match days.
“This can significantly enhance the overall matchday experience, while also fostering a sense of community among fans. Supporters can come together to celebrate their shared passion for the club and strengthening their emotional connection to the team. So, those spaces are instrumental in creating a more immersive and satisfying fan experience, both on matchdays and beyond.”
As a key name in the Saudi Arabian sports landscape, what is your perspective on how the kingdom’s role in the sports industry is evolving and will continue to evolve in the future?
“We are thrilled and delighted to witness the dynamic evolution of the country’s role in the sports industry, and I believe that this transformation will continue to be remarkable in the years to come. Saudi Arabia is not only a sporting hub in the Middle East but is also rapidly gaining global recognition as a destination that is accessible and a place to visit to see the world’s best sporting action.
“We are confident that this sector will enjoy sustainable growth due to the nation’s demonstrated strong commitment to sports through its Vision 2030 plan. We are excited to be a part of this transformative journey as a leading sports and entertainment company in Saudi Arabia.”
If we look at future challenges, from a personnel perspective, sport is becoming an increasingly competitive industry in terms of attracting and retaining talent. How will Sela navigate this task in the coming years?
“Sela is a haven for creative minds. We foster opportunities for creativity by allowing talent to express their creativity and bring their unique ideas to the table. Throughout the years, we saw our talents grow into major key players in the Kingdom of Saudi Arabia’s leading organisations across various industries. We are very proud of our learning culture, where our employees are granted unmatched exposure opportunities, thus enabling them to expand their skills, capabilities, and expertise beyond expectations.”
In terms of future opportunities, what will be the key to continuing to drive Sela’s growth in the coming years?
“The key will be to continuously evolve and expand into what feels natural to our business, while remaining committed to our core values and beliefs. We place high importance to keeping our minds open to new opportunities, and remaining innovative and creative in our approach to business and investment.”
