Riyadh, 28 July 2025 – SURJ Sports Investment, a portfolio company of Saudi Arabia’s Public Investment Fund (PIF), has announced a strategic investment in the Professional Triathletes Organisation (PTO) as part of its Series C funding round, joining Sir Michael Moritz, Cordillera Investment Partners, and Verance Capital.
The investment will support the PTO’s global expansion across both elite racing and mass participation, while driving innovation in event formats and long-term fan engagement. It also aims to strengthen PTO’s presence in the MENA region, with Saudi Arabia expected to host future T100 World Tour events.
Danny Townsend, CEO of SURJ, commented:
“The PTO is redefining endurance sport for modern audiences — blending elite competition with mass formats, storytelling, and community impact. We’re proud to support this next phase of growth and inspire active lifestyles across the region.”
The PTO is currently undergoing rapid growth, having launched the T100 Triathlon World Tour in 2024, featuring the world’s top 20 male and female triathletes, alongside amateurs in major cities like Singapore, San Francisco, London, Ibiza, and Dubai.
Between 2022 and 2024, triathlon participation in Saudi Arabia grew by 24%, and viewership increased by 6,000%. In 2024 alone, six community races were held, welcoming thousands of new participants.
Sam Renouf, CEO of PTO, added:
Welcoming SURJ and Verance Capital is a major milestone. Together, we are better equipped to scale our global ambitions and reimagine triathlon for modern audiences
Founded in 2023, SURJ Sports Investment is focused on building a world-class sports sector in Saudi Arabia and internationally through strategic investments in rights holders and enablers across the global sports ecosystem.
