Saudis strike deal with Olympics hero Mills’ sports group

Saudi Arabia’s attempts to exert a stranglehold on elite global sports is to expand in the form of a new joint venture with the consultancy founded by Sir Keith Mills, the architect of London’s bid to host the 2012 Olympic Games.

Sky News has learnt that Sela, which has gained international prominence in recent years as the short sponsor of Saudi-owned Premier League side Newcastle United, will announce later on Tuesday the formation of a partnership with Origin Sports Group.

The alliance will come soon after Sela agreed a collaboration with The Ring and TKO to form a new international boxing promotion company.

The Gulf state has already made significant - and controversial - strides into sports including golf and tennis, and will host the FIFA World Cup in 2030.

In recent weeks, Surj, an arm of the Saudi sovereign wealth fund PIF, has spent a reported $1bn on a minority stake in the sports streaming platform DAZN.

Doubts persist, however, about the efficacy of Saudi's sports strategy, with billions of dollars having been committed to LIV Golf, the breakaway tour whose success remains clouded by uncertainty.

Sela's joint venture with Origin will include the establishment of an international headquarters in London, with a board including Sela's head of international business, Ibrahim Mohtaseb.

Stewart Hosford, co-founder and chief executive of Origin Sports Group, will be CEO of Sela's London-based international operation.

"Building on our strong track record of international successes, we have an exciting pipeline of events and an ambitious growth strategy for the coming years," said Mr Mohtaseb.

Mr Hosford added: "We are already engaging with existing clients and exploring a pipeline of potential new clients.

"Sela aims to be the world's leading operator of live sports and entertainment experiences."

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