Sela (company)

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Sela (Arabic: صلة) is an entertainment and hospitality company specializing in experiences, events, and destinations founded in Saudi Arabia. Since 1997, Sela has expanded from the sports industry in Saudi Arabia into the entertainment, recreational and culture industries. Sela is owned by the Public Investment Fund, the sovereign wealth fund of Saudi Arabia. The company has developed and managed entertainment and leisure facilities across Saudi Arabia. In 2010 the company acquired a controlling share of the second New York Cosmos. They sold the controlling interest in the team in 2017, but retained a minority stake. In 2023 Sela became the primary shirt sponsor for the English football team, Newcastle United F.C., who are also majority owned by PIF, in a multi-year deal. Following the success of several major events outside of Saudi Arabia, including high-profile international boxing events such as Terence Crawford vs. Israil Madrimov at BMO Stadium, Los Angeles, and Anthony Joshua vs. Daniel Dubois at Wembley Stadium, in March 2025, Sela announced the establishment of their first international office in London.