Surj and Leejam partner to drive growth across Saudi’s sports sector

RIYADH: Two of the Kingdom’s leading sports and fitness businesses have signed a Memorandum of Understanding to accelerate growth and innovation across the sports ecosystem, particularly in fitness and community engagement.

SURJ Sports Investment has partnered with Leejam Sports Company, owner-operator of the Fitness Time network of sports and fitness centers and a publicly listed company on the Saudi Exchange (Tadawul).

The MoU was signed by Danny Townsend, CEO of SURJ Sports Investment, and Abdulelah bin Mohammed Al-Nemr, CEO of Leejam Sports Company. It reflects a shared ambition to increase sports participation, scale innovation and expand access to world-class fitness experiences, as well activate new models of community engagement and wellness innovation.

The agreement outlines a broad framework for collaboration across six key areas: stadia and fitness facility operations; co-investment in sports properties; sponsorship and brand engagement; community activation and mass participation; data and technology integration; and co-creation of content and media production.

“Leejam’s scale and expertise in fitness and wellness make them a natural partner as we continue to grow Saudi Arabia’s sports ecosystem,” said Townsend. “This MoU reflects our shared commitment to participation, performance and innovation, and to unlocking opportunities that go beyond traditional investment models. From stadiums to digital assets, and from community challenges to elite content, we’re excited to explore how we can bring the power of sport closer to more people across the country.”

Al-Nemr added: “This MoU marks a pivotal step in Leejam’s journey to further solidify our role as a catalyst for Saudi’s wellness transformation.