Pure Sports and SENT launch joint venture PureSENT for the football ecosystem
Pure Sports, a leading sports consultancy in Saudi Arabia, and SENT, the owner of Como 1907, have joined forces to launch PureSENT, a joint venture designed to help football clubs achieve sustainable success on and beyond the pitch.
The newly launched PureSENT partners with clubs, leagues and investors to co-design and deliver solutions that unite football excellence, commercial innovation, and fan connection, with the clarity and structure needed to thrive in today’s evolving football ecosystem while staying true to their identity.
The partnership builds on the consulting expertise of Pure Sports and SENT’s proven track record in transforming football institutions, most notably through its success with Como 1907, which has become a global case study in modern club management.
Como’s revival, guided by SENT’s approach to integrating football identity, commercial growth, and fan engagement, now serves as the foundation for PureSENT’s model.
Future of football
“PureSENT is more than a partnership; it’s a shared vision for the future of football,” said Anas Orfali, Managing Partner at Pure Sports and Co-Managing Partner of PureSENT. “As Saudi Arabia enters a new era of club privatization, global hosting, and professionalization, PureSENT offers the tools, systems, and insight to help organizations grow competitively, sustainably, and globally.”
From football intelligence and performance analysis to commercial strategy, sponsorship development, and fan experience design, PureSENT provides a full-service eco-system that enables clubs to:
- Build data-driven football systems that enhance on-pitch results.
- Develop innovative commercial models that create new revenue streams.
- Strengthen emotional and digital connections with fans, locally and globally.
Mirwan Suwarso, Co-Managing Partner of PureSENT and President of Como 1907, added: “We believe deeply in the future and potential of the region. Through PureSENT, we aim to bring our learnings and experiences to help sports organizations across the Middle East unlock their full potential and thrive both locally and internationally.”
The launch of PureSENT comes at a pivotal moment for Saudi Arabia’s football scene. The Kingdom has secured the bid to host the FIFA World Cup 2034, while its domestic league has emerged as Asia’s second-highest-rated, behind only Japan’s J.League.
As the Kingdom continues to emerge as a global sports hub, hosting world-class events and accelerating club privatization, PureSENT aims to play a key role in enabling the sector’s transformation by exporting Saudi expertise to the world and connecting it with proven global frameworks.
