"We’re not here to invest in what's good now, we're here to invest in what's going to be effective in two years, five years, at the 2034 World Cup, and everything else. As a Saudi entity, we're looking at what services not just the global community but explicitly the Saudi community, because that’s what we're here to do."

At our BytePlus partnership launch event in Riyadh, we were honoured to welcome Dina Sameh Hassan, Corporate Development Director at SURJ Sports Investment, to share her sharp perspective on how SURJ approaches sports IP and its enablers.

From the role of data and digital infrastructure to the nuances of fan behaviour and community building, Dina broke down how SURJ is thinking long-term - not just where the world is today, but where it’s headed.

Thank you, Dina - it was a privilege to welcome you as our guest and we're excited for what lies ahead in the Kingdom.

Watch the full clip to hear Dina’s take on what it means to invest in the future of sport - for Saudi Arabia and the world.