The Professional Triathletes Organisation (PTO) has taken a major stride in its ambition to reshape the global triathlon landscape. On Monday, the organisation announced a significant investment from SURJ Sports Investments, a fund backed by Saudi Arabia’s Public Investment Fund (PIF). According to sources close to the deal, the investment is valued at approximately $40 million. This investment comes after another investor invested $10 million this year.
This fresh injection of capital marks a pivotal moment for the PTO, which has been positioning itself as a central force in the evolution of professional triathlon. In a statement, the organisation said:
“The funding will support the PTO’s continued international growth, innovation in race formats, and long-term athlete and fan engagement.”
Beyond growing its global footprint, the PTO is now looking to the Middle East and North Africa (MENA) region as a key frontier for expansion.
“It will also help accelerate the PTO’s expansion into the MENA region, with Saudi Arabia a likely future host market for its flagship T100 Triathlon World Tour. Today’s announcement follows a $10 million investment from Cordillera Investment Partners in March 2025 and builds on previous rounds led by Divergent Investments, Warner Bros. Discovery, and health-focused venture fund Eckuity.”
SURJ CEO Danny Townsend framed the investment as part of a broader ambition to energize regional participation in sport:
“The PTO is redefining endurance sport for modern audiences – blending elite racing with inclusive, mass participation formats, global storytelling and community engagement. We’re proud to support this next phase of growth and to explore how the model can inspire more people across the region to get active.”
The move follows a growing trend of Saudi-backed investments in global sport, with SURJ recently acquiring a stake in the sports streaming platform DAZN and exploring opportunities in athletics. However, Saudi Arabia’s foray into international sports has not been without controversy. Critics have accused the kingdom of using its financial power to engage in “sports-washing” amid ongoing concerns about its human rights record. Women’s rights groups and LGBTQ+ advocates have been particularly vocal in questioning the ethics of such partnerships.
Despite the large amounts of money being pumped into the organization, the PTO has barely managed to get its race calendar in order over the past two years. Several races have had their dates changed multiple times or were even cancelled altogether. In addition, the organization is seeing a decline in global viewership.”
