We started as the first official athlete representation company in the region and have since branched out to curate the biggest events in sports, entertainment and culture.
Our expertise has brought spectacular events to over 28 countries since our inception over 25 years ago. In 2019 alone, more than 15 million attendees experienced a Sela managed event, making Sela one of the largest event ticket sellers in the region.
We’re always expanding our services and pushing creative boundaries to bring the best of entertainment to the region
Sela was originally launched in 1995 as Sela Sport, and the first FIFA recognized athletes representation company in Saudi Arabia.
We were the first sports marketing company in Saudi Arabia, and the first to be certified by FIFA in the Kingdom, establishing ourselves as one of the major sports brokers nationally and internationally.
First Big Deal
In 2005, we made our mark by identifying the opportunity and securing the commercial rights for the Saudi National Team.
By 2007, we established ourselves as game-changers in the field, with football clubs experiencing sponsorship revenue for the first time in the Kingdom.
Our partnership with SPL (Saudi Pro League) flourished in 2008 by our landmark representation rights deal for 5 major Saudi clubs. In the same year, the SPL Commercial Operations arm was founded.
We made sponsorship history in 2011, by securing the biggest commercial partnership in Saudi football history between ALJ and SPL. The naming rights to the league was the 3rd highest in value globally.
Beyond our local partnerships, we crossed borders by securing global sponsorship deals with entities like MasterCard and took the Saudi Super Cup abroad to London in 2015 for the first time in Saudi football history.
Since 2017, Sela Sport rebranded to Sela as we branch out internationally in sporting and non-sporting events.
Our foundation was built on sports and has grown beyond it's realm with groundbreaking events in recent years, from internationals football matches to the incredibly successful Riyadh Season, a landmark cultural hub and tourism draw for the region.