Sela (company)

Sela (Arabic: صلة) is an entertainment and hospitality company specializing in experiences, events, and destinations founded in Saudi Arabia.

Sela

Formerly	Sela Sport
Industry	Entertainment and hospitality
Founded	1997; 28 years ago (1997)
Headquarters	Jeddah , Saudi Arabia
Number of locations	3
Owner	Public Investment Fund
Website	sela.sa

Since 1997, Sela has expanded from the sports industry in Saudi Arabia into the entertainment, recreational and culture industries. Sela is owned by the Public Investment Fund, the sovereign wealth fund of Saudi Arabia.

The company has developed and managed entertainment and leisure facilities across Saudi Arabia.^[1] In 2010 the company acquired a controlling share of the second New York Cosmos.^[2] They sold the controlling interest in the team in 2017, but retained a minority stake.^[3]

In 2023 Sela became the primary shirt sponsor for the English football team, Newcastle United F.C., who are also majority owned by PIF, in a multi-year deal.^[4]

Following the success of several major events outside of Saudi Arabia, including high-profile international boxing events such as Terence Crawford vs. Israil Madrimov in Los Angeles, and Anthony Joshua vs. Daniel Dubois at Wembley Stadium, in March 2025, Sela announced the establishment of their first international office in London. ^[5]

Destinations

Sela own or manage a number of locations including:

• VIA Riyadh
• Boulevard City
• Boulevard World
• Riyadh Exhibition and Conference Center
• Jeddah Superdome
• Jeddah Yacht Club and Marina
• Jeddah Promenade

Sponsorships

Football

• Newcastle United F.C. (2023/24 season onwards)