Inside Saudi Arabia’s Sports and Investment Strategy: The Why, Where and How, with Danny Townsend, CEO.

Sport is one the world’s most powerful convening forces, but the way fans connect and engage is evolving, technology is offering new experiences and the investing world increasingly wants a piece of the action. 

One of the powerful new players, is SURJ, Saudi Arabia’s sports investment arm, and leading their team is Danny Townsend, CEO, whose career has moved from professional football, to leading sports and entertainment businesses. We also welcome a co-interviewer, a titan of the sports commentary world, John Inverdale. 

In today’s discussion, Danny explains how they weigh the state of play. Priorities, opportunities, risks, trends, & forces in sport. He discusses the influence of technology, how the fan experience is changing and why much of it is AI proof. He discusses which sports might be ripe for change, where barriers to evolution lie, and how Saudi’s long term vision blends investment and societal ambitions.

‍The Money Maze Podcast is kindly sponsored by J.P. Morgan Asset Management, IFM Investors, World Gold Council and LSEG.

During the episode we cite J.P. Morgan Asset Management as Europe’s leading active ETF provider by assets under management. This is sourced from J.P. Morgan Asset management and Bloomberg, data as of 30 March 2026.