Surj spearheads a £30 million investment in T100, fueling Saudi's aspirations for the Olympics
In the world of endurance sports, the T100 Triathlon World Tour is making waves as it prepares for its London leg next month. This global competition series, which already stages races in Dubai and holds its season finale in Qatar, is set to visit other exciting locations such as San Francisco, Vancouver, the French Riviera, Valencia, and Wollongong in Australia.
The tour's growth is being fueled by significant investments. The Public Investment Fund (PIF) arm Surj Sports Investment, led by Danny Townsend, has led a £30m funding round in the PTO, aiming to be the growth engine for triathlon. Other shareholders include Warner Bros Discovery, which broadcasts the made-for-TV races on its global network, including TNT Sports in the UK.
Surj, Townsend's company, is not only an investor but also has stakes in Dazn, the Professional Fighters League, and Kings League. Townsend believes T100 is the series that will drive growth in triathlon and is redefining endurance sport for modern audiences.
The T100 tour lends itself well to mass participation, something the International Olympic Committee is keen to incorporate in the Games. With triathlon being a key Olympic sport, the PTO is looking to embed itself in Saudi Arabia to enable people to participate and aspire to be Olympic athletes. However, as of July 2025, Saudi Arabia has not officially launched a bid to host the Olympics.
The PTO aims to inspire more people across the region to get active. The Olympic triathlon distance is roughly half that of T100 races, suggesting optimism for a long-course discipline in future Olympic Games. In fact, World Triathlon has proposed the possibility of adding the T100 format to the program for future Olympic Games.
While Saudi Arabia's specific role in the T100 Triathlon World Tour remains unclear, its ambition to one day host the Olympic Games is evident. The country is hosting the 2027 Olympic Esports Games, signaling growing engagement with Olympic-related events. However, official bids for the main Summer Olympics (such as 2036) have not been confirmed from Saudi Arabia yet.
In conclusion, the T100 Triathlon World Tour is expanding globally with new investments and future plans. The series, which features top athletes competing in a unique 100km format in various global locations, is poised to inspire more people to get active and potentially drive the growth of triathlon in the Olympics.
[1] Qatar's bid for the 2036 Summer Olympics [2] Qatar's strategic plan for the 2036 Summer Olympics
[1] Qatar, being a host location for the T100 Triathlon World Tour's season finale, might integrate the strategies and investments gained from the tour into their bid for the 2036 Summer Olympics.[2] The growth of the T100 Triathlon World Tour, initiated by significant investments like those from Surj Sports Investment and Warner Bros Discovery, could potentially become a part of Qatar's strategic plan for their bid to host the 2036 Summer Olympics.
