Founded in 1997 as Saudi Arabia’s first FIFA-recognised player representation company, Sela has grown to be a leading organisation specialising in the sport, entertainment, culture, leisure and hospitality industries. 

Across these sectors, the company conceives and delivers spectacular experiences and creates iconic destinations that millions of people enjoy each year.

For more than 25 years, Sela has been proud to partner with some of the world’s best- known brands to offer event management services and curate experiential moments that build engagement and connect with audiences.

Within the sports marketing and commercial arena, Sela negotiated sponsorship deals for the majority of top-class Saudi Arabian football clubs and led the commercial and operational arm of the Saudi Premier League.

The company has since expanded and has worked with major sports properties, including Formula E, SuperCoppa, Supercopa de España, World Wrestling Entertainment, World Boxing Super Series, and the World Chess Championships.

As the company accelerates its growth and international expansion plans, Sela’s team of dedicated experts provide end-to-end solutions, from master planning to engineering; concept development, audio, video, visualisation; research and patenting; and creating and monetising a brands and IPs.

The company has built and put together stunning destinations and events with highly experienced professionals who handle all aspects of operations and management to make the visitor experience unforgettable.

Sela’s experiences have welcomed more than 40 million visitors. Its experiential excellence includes Jeddah Superdome – the world’s largest geodesic dome; Boulevard Riyadh City – the biggest entertainment hub in Saudi Arabia; Boulevard World – with its 10 global zones; as well as Via Riyadh, the city's newest luxury multipurpose venue and the stunning Jeddah Yacht Club and Marina.

Sports

Sela | صلة

Sela | صلة's headquarters in Jeddah, Saudi Arabia

This department oversees the coordination and efficiency of operational activities within the organization.

Operations Management

This department oversees the planning, execution, and successful completion of projects across various initiatives.

Project Management

The Leadership Team at Sela plays a pivotal role in strategically guiding the company's vision and operations across the sports, entertainment, and hospitality sectors. Comprised of senior executives specializing in partnerships, business development, event management, and strategic planning, the team collaborates to drive innovation, enhance operational efficiencies, and expand Sela's market presence both locally and internationally. Their collective expertise ensures the successful delivery of unforgettable events and experiences that engage audiences and elevate the Sela brand.

Leadership Team

This department focuses on visual design and the development of creative assets to enhance brand identity and communication.

Creative Services

The Operations and Logistics Team at Sela is responsible for seamlessly coordinating all aspects of event execution and facility management across various entertainment and sports projects. This team ensures efficient supply chain management, site logistics, and operational support, working collaboratively to deliver exceptional visitor experiences. By overseeing project planning and execution, they play a vital role in transforming concepts into iconic, memorable events and destinations.

Operations and Logistics Team

This department is responsible for the operation, maintenance, and engineering of ride systems and attractions to ensure safety and efficiency.

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Other teams

Project Management

Leadership Team

Creative Services

Operations and Logistics Team

Rides Operations and Maintenance