World Athletics is exploring the creation of a new commercial entity to manage its rights and attract investment, with Saudi Arabia’s SURJ Sports Investment reportedly considering buying a stake. The Public Investment Fund (PIF)-backed firm has already engaged in discussions that could value the business at £500 million (US$644 million). World Athletics aims to accelerate the sport’s commercial growth, fund new events, and distribute more revenue. While confirming ongoing talks with potential investors, the governing body has not officially commented on SURJ’s interest.
The potential investment comes amid increasing competition in athletics, with Michael Johnson’s Grand Slam Track (GST) series launching next month and securing major broadcast deals with Warner Bros Discovery, Eurosport, and TNT Sports. Additionally, RunGP, backed by Sir Mo Farah, is introducing a team-based racing format. World Athletics continues to push commercial expansion with initiatives like the Ultimate Championship (2026) and Netflix’s ‘Sprint’ docuseries, as it seeks to maintain relevance and attract new audiences.
Source: Saudi Arabia’s SURJ ‘considers investing’ in World Athletics commercial company – SportsPro
