Saudi-owned sports and entertainment firm Sela has opened its international headquarters in London to expand its global operations and partnerships. According to the company, the new hub will manage relationships with promoters, rights holders, venues, and production partners, reflecting ongoing investment by Saudi organisations in the UK market and the wider international sports and entertainment industry.
Why did Sela open a London headquarters?
Sela established the London office to serve as an international operations hub. Turki Alalshikh, Chairman of Saudi Arabia’s General Entertainment Authority (GEA), stated that the move strengthens Sela’s international presence, expands its global network, and supports the delivery of world-class projects. The opening was attended by Prince Abdullah bin Khaled bin Sultan bin Abdulaziz, Saudi Arabia’s Ambassador to the United Kingdom, and Sela Managing Director Dr Rakan Alharthy.
The company’s strategy involves expansion plans and current projects, including initiatives linked to Riyadh Season and partnerships with domestic and international organisations. By basing operations in London, Sela gains an international operations hub to support relationships with promoters, rights holders, venues and production partners.
How is DAZN expanding its hockey coverage?
DAZN has secured global broadcasting rights to 3ICE, a professional three-on-three hockey competition. The sports streaming platform began streaming the inaugural 3ICE World Cup and the latest season of the 3ICE Men’s League on a free-to-view basis from 4th July.
The first event covered under the deal was the inaugural 3ICE World Cup, held at the SSE Arena Belfast on 4th and 5th July. Eight national teams participated in the tournament: Great Britain, the US, Canada, Sweden, Finland, Switzerland, Germany, and Austria. E.J. Johnson, Chief Executive and Founder of 3ICE, described the partnership as a milestone that allows global audiences to experience the speed, skill and nonstop excitement of the 3-on-3 format.
What is the mental health strategy for Glasgow 2026?
Glasgow 2026 has become the first major sporting event to sign Scotland’s Mental Health Charter for Physical Activity and Sport. Through a partnership with SAMH, mental health support is integrated into the operations of the Games, which run from 23rd July to 2nd August.
The collaboration includes several specific support mechanisms:
- Staff Training: SAMH’s Physical Activity and Sport team provides mental health training for volunteers and Games staff.
- The Wee Nook: A mobile mental health hub will be stationed at Team Scotland House and athlete accommodations.
- Athlete Support: SAMH serves as Official Mental Health Supporter for Team Scotland, providing direct resources to athletes, coaches and their wider support networks.
Gayle Shepherd, Director of Executive Office and Social Impact at Glasgow 2026, said the partnership embeds wellbeing into the design and delivery of the event. Billy Watson, Chief Executive of SAMH, noted that the Commonwealth Games provides a platform to show that major events can prioritize participant wellbeing in high-pressure situations.
How does Getahead use AI for athlete performance?
UK-based mental performance app Getahead has released a new version of its platform that uses AI-powered coaching to measure and develop mental performance. The tool targets what it describes as a gap in the measurement and development of mental performance.
The system centers on the Mental Edge Assessment, which evaluates users across 10 psychological dimensions. Based on these results, athletes receive tailored training recommendations from a library of over 250 mental skills exercises. Founder Chris McAdam, a former professional rugby player, stated the goal is to make the support of a sports psychologist accessible to every athlete.
Sports Industry Developments Summary
| Organization | Key Development | Primary Focus |
|---|---|---|
| Sela | London HQ Opening | Global Market Expansion |
| DAZN / 3ICE | Global Broadcast Deal | 3-on-3 Hockey Growth |
| Glasgow 2026 / SAMH | Mental Health Charter | Athlete & Staff Wellbeing |
| Getahead | AI Platform Update | Mental Performance Metrics |
These developments signal a broader trend in the sports industry: Saudi organisations are investing in the UK market and the wider international sports and entertainment industry, broadcasting is expanding to include competitions like 3ICE, and mental health and athlete wellbeing have become an increasing focus across elite sport.
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