Sela (company)

Sela (صلة) is a company specializing in experiences, events, and destinations in Saudi Arabia.

In 1997, Sela paved the way in the sports industry within Saudi Arabia and over the years it has grown to encompass the entertainment and culture industries. Today, Sela is a key player in the recreational sectors in the region. Sela provides experiences across recreational industries, from sports and culture, entertainment and hospitality, to exhibitions and more. Sela is owned by the Public Investment Fund, the sovereign wealth fund of Saudi Arabia.

The company has developed and managed award-winning entertainment and leisure facilities across Saudi Arabia. In 2010 the company acquired a controlling share of New York Cosmos, but later disposed of their stake.

In 2023 it was announced that Sela was to become 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.

Destinations
Sela own or manage a number of locations including:
 * VIA Riyadh
 * Boulevard City
 * Boulevard World
 * Riyadh Exhibition and Conference Center
 * Jeddah Superdome
 * Jeddah Yacht Club and Marina
 * Jeddah Promenade

Football

 * 🏴󠁧󠁢󠁥󠁮󠁧󠁿 Newcastle United F.C. (2023/24 season onwards)