(Bloomberg) — British soccer star Rio Ferdinand’s Ferdinand Group is investing in Saudi Arabia-based sports platform Koora Break to help it expand in Europe and Asia.

The deal is one of the first by foreign investors in the Saudi sports industry since the oil-rich country began investing huge sums to attract global tournaments like the 2034 FIFA World Cup to the kingdom. and famous players like Cristiano Ronaldo.

The Ferdinand Group, a sports and entertainment investment company set up by the former Manchester United captain, has taken a multimillion-dollar stake in Koora Break, according to a statement that did not provide specific financial terms.

“Koora Break is a great example of how sports and technology ecosystems produce local champions,” Ferdinand said in the release. The company is helping to create “the appetite for greater football and sports coverage in Saudi Arabia and the broader region, which will grow significantly ahead of the 2034 World Cup.”

The deal aims to give Koora Break funding to expand beyond Arabic-language content and grow an audience outside of the Middle East, while also helping the Ferdinand Group expand its presence in the region.

Since its inception in 2022, Koora Break has grown to attract 800 million monthly views.

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