Serge Sports Investment Company announced today, Monday, its investment in the Treethlon Professional Sports Organization (BTO) in a category (CERES C) financing round alongside the founding investor Sir Michael Moritz, Curredira Institant Partners and Piranis Capital.
Funding aims to support the international growth of the Treethlon Professional Sports Organization at the level of professional and mass races, in addition to enhancing innovative solutions in organizing events and increasing the level of interaction of fans and athletes in the long run.
Funding will also contribute to the promotion of the organization’s presence in the Middle East and North Africa, where Saudi Arabia is expected to host some of the World Testlel T100 championship competitions in the future.
This partnership reflects the increasing demand for mass sporting events in Saudi Arabia, and the organization of global championships that support the targets and aspirations of Vision 2030. In the period between 2022 and 2024, the percentage of participation in the traitors races throughout the Kingdom increased by about 24 percent, in addition to the high rate of viewing of these races by 6000 percent. The year 2024 witnessed the organization of 6 community sporting events throughout the Kingdom, in which thousands of new contestants participated, which contributed to strengthening these races between the various groups of Saudi society.
For his part, Danny Townsand, CEO of Serge Sports Investment Company, said: “The Treethlon Sports Organization contributes to establishing new standards for endurance by integrating the races designated for the professional elite, involving community members and enhancing their interaction. We are proud to support the organization and enable it to start towards a new stage of growth and development and the application of an integrated approach that encourages people to adopt healthy and active lifestyles. I witnessed myself the impact of these races during the T -100 Championships in 2024 in Dubai, and we are all confident that the future will carry promising horizons for this tournament.
In turn, Sam Renov, CEO of the Treethlon Sports Organization (BTO), welcomed the joining of the Serge and Viranis Capital, to the organization’s group of investors, and said: “This investment represents an important step that contributes to supporting our vision to enhance the future of Treethlon. From the beginning, we focused on establishing new standards for this sport and encouraging athletes from all levels to participate, and there is no doubt that joining new investors will help us to enhance our aspirations and expand globally. The great momentum that we witnessed during the championship held in Singapore was a successful start of what we aspire to achieve in 2025 and beyond. ”
This financing round coincides with a rapid growth stage witnessed by the Treethlon Professional Sports Organization. In 2024, the organization launched the world championship championship of the Testlon T100, which was a new start for endurance championships and witnessed the competition of the 20 most prominent professionals of men and women around the world along with amateur athletes in a number of the most important countries and international cities such as Singapore, San Francisco, London, Ibiza, Las Vegas and Dubai.
It is noteworthy that the Serge Sports Investment Company was established in 2023 to develop a global sports sector in Saudi Arabia and abroad through strategic investments in property rights and empower the global sport system.
