Saudi Arabia’s Public Investment Fund has built its sports strategy around boxing and golf. Triathlon adds endurance and mass-participation sport, while PTO gains the commercial backing and event infrastructure to expand its tour beyond Europe and North America.
The Professional Triathletes Organization (PTO) and Sela, a Public Investment Fund (PIF) company, have signed a Memorandum of Understanding (MoU) to create a framework for a long-term partnership focused on the commercial development and delivery of PTO events in Saudi Arabia. Under the agreement, the two entities will kick off their collaboration on the Saudi Arabia T100 Triathlon. They also plan to work together on the expanded Triathlon World Tour, in conjunction with World Triathlon, which is expected to begin in 2027.
PTO CEO Sam Renouf described the recent agreement with Sela as “another exciting step forward for mass participation in the Kingdom,” adding that Sela’s expertise is what PTO needs “to take triathlon to new heights in the region.” Sela was the first Saudi organization accredited by FIFA for athlete representation before expanding into sports marketing and live experience production. It has been instrumental in various sports and entertainment events around the world, including the Riyadh and Jeddah Season, and has developed and operated landmark destinations like Boulevard Riyadh City, Jeddah Superdome, Jeddah Yacht Club & Marina, and more.
The PTO is co-owned by its professional athletes. Its T100 Triathlon World Tour was introduced in January 2024 and is designated by World Triathlon as the “official World Championship for long distance triathlon.” At the end of 2025, the PTO signed a Memorandum of Understanding with the Saudi Triathlon Federation to accelerate the growth of triathlon across the Kingdom of Saudi Arabia.
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