PureSENT partners with The Players Fund to advance football innovation in Middle East
PureSENT, a joint venture between Pure Sports and SENT, the owner of Como 1907, has inked a strategic partnership with venture capital firm The Players Fund to accelerate innovation and unlock new commercial opportunities across the region’s football ecosystem.
The partnership will introduce corporate venture programmes for football clubs and rights holders across Saudi Arabia and the wider Middle East, providing access to emerging technologies, high-potential startups and strategic investment opportunities. The initiative aims to help sports organisations transform innovation into sustainable, long-term value both on and off the pitch.
As part of the partnership, PureSENT will bring specialised knowledge of the Saudi sports and football sectors, alongside practical experience from the successful model of Como 1907. The club has emerged as one of Europe’s most notable recent football success stories, climbing from Serie D to Serie A in just six years and returning to Italy’s top flight in 2024 after a 21-year absence.
PureSENT was launched in October 2025 by Pure Sports, a leading sports consultancy in Saudi Arabia, and SENT, the owner of Como 1907. The joint venture’s mission is to connect clubs, talent and global expertise to help football organisations achieve sustainable success both on and beyond the pitch.
The Players Fund, meanwhile, is an athlete-led venture capital firm focused on the sports sector and serves as the venture infrastructure behind Como 1907 Ventures, the startup accelerator and investment platform of Como 1907.
Como 1907 Ventures works with early-stage startups – typically at Seed and Series A – by giving them access to the club’s operations, facilities, brand, partners and network, enabling them to test, refine and scale their products in real-world conditions.
“Building on The Players Fund’s successful collaboration with Como 1907 and Como Ventures, this partnership brings a proven European venture model to one of the world’s fastest-growing football markets,” said Pure Sports in a release. “The collaboration will enable us to support clubs as they strengthen their commercial capabilities and embrace new approaches to growth.”
“As Saudi Arabia continues to invest in the transformation of its sports sector, the partnership reinforces the growing role of strategic collaboration in building a more dynamic, competitive and innovation-driven football ecosystem across the Kingdom and the wider region.”
