Partnership with Live Nation and Oak View Group to Design Interactive Experiences Ahead of Saudi Arabia's Growing Calendar of Major Sporting Events

BETH | B

SURJ Sports Investment, a Public Investment Fund (PIF) company, has launched RADIA, a new platform developed in partnership with Live Nation and Oak View Group, to create next-generation interactive experiences across Saudi stadiums.

The initiative aims to elevate the fan experience while supporting the Kingdom's broader strategy of developing world-class sports and entertainment venues. It also reflects Saudi Arabia's ongoing investment in modern stadium operations, integrating international best practices in fan engagement, venue management, and live event experiences.

RADIA's launch comes as Saudi Arabia accelerates the construction of new stadiums and the redevelopment of existing venues in preparation for an expanding calendar of domestic, regional, and international sporting events, most notably the 2034 FIFA World Cup, alongside numerous major tournaments and entertainment events planned across the Kingdom.

BETH Perspective

Success in modern sports is no longer measured solely by the quality of stadiums.

It is increasingly defined by the quality of the fan experience.

Today's stadiums are no longer simply places to watch a match.

They have evolved into integrated entertainment destinations that combine technology, hospitality, digital services, immersive experiences, and live entertainment into a single journey.

As Saudi Arabia prepares to host some of the world's largest sporting events, investment is clearly extending beyond building world-class venues to creating world-class experiences—strengthening the Kingdom's position as one of the world's leading destinations for sports, entertainment, and major international events.