Saudi-owned Sela has launched its international headquarters in London to scale global sports operations, while DAZN has secured worldwide broadcasting rights for 3ICE three-on-three hockey. Simultaneously, Glasgow 2026 has partnered with SAMH to prioritize mental health, and IMG has appointed Jackie Stevenson as Chief Client & Operations Officer.
Fantasy & Market Impact
Why Sela’s London Expansion Rewrites the Saudi Playbook
The opening of Sela’s international headquarters in London isn’t a mere real estate play. Attended by Prince Abdullah bin Khaled bin Sultan bin Abdulaziz, Saudi Arabia’s Ambassador to the United Kingdom, and Turki Alalshikh, Chairman of Saudi Arabia’s General Entertainment Authority (GEA), the move establishes a permanent operational hub for the Saudi-owned giant to interface with global rights holders and production partners.
But the tape tells a different story. While previous Saudi investments were often seen as isolated acquisitions, Sela is building a centralized infrastructure. By positioning itself in London, Sela is effectively bridging the gap between the Riyadh Season projects and the Western sports boardroom.
Turki Alalshikh noted that Sela now possesses the "capability to compete on the global stage," emphasizing that the London office is a strategic step in expanding their global network.
How DAZN and 3ICE are Disrupting the Hockey Model
DAZN has moved aggressively to secure global broadcasting rights for 3ICE, the professional three-on-three hockey competition. Starting July 4th, the platform began streaming the inaugural 3ICE World Cup and the latest season of the 3ICE Men’s League on a free-to-view basis.
By utilizing the SSE Arena Belfast for the World Cup, featuring teams from the US, Canada, Sweden, Finland, Switzerland, Germany, and Austria, DAZN is testing the appetite for shortened, high-intensity formats.
E.J. Johnson, Chief Executive and Founder of 3ICE, describes the partnership as a "tremendous milestone" that allows audiences to experience the speed and skill of the format.
| Entity | Strategic Focus | Primary Objective |
|---|---|---|
| SELA | International Infrastructure | Global Market Expansion |
| DAZN / 3ICE | Niche Broadcast Rights | Audience Diversification |
| Glasgow 2026 | Athlete Welfare | Mental Health Integration |
| IMG | Operational Centralization | Integrated Client Delivery |
The Integration of Mental Performance into Elite Competition
Glasgow 2026 has become the first major sporting event to sign Scotland’s Mental Health Charter for Physical Activity and Sport. With the Games scheduled from July 23rd to August 2nd, the partnership with SAMH embeds mental health support directly into the operational framework.
The implementation is tactical. SAMH will deploy the "Wee Nook"—a mobile mental health hub—at Team Scotland House and athlete accommodations. Gayle Shepherd, Director of Executive Office and Social Impact at Glasgow 2026, emphasized that looking after people is "fundamental to the success of the Games."
Parallel to this, the tech sector is quantifying the “mental game.” Getahead has launched an updated AI-powered platform that uses a “Mental Edge Assessment” to evaluate athletes across 10 psychological dimensions. Founder Chris McAdam, a former professional rugby player, argues that mental blocks can destroy performance even when an athlete is physically ready. By providing 250+ mental skills exercises, Getahead is attempting to do for the mind what wearable tech has done for sleep and heart rate variability (HRV).
IMG’s Structural Pivot: The Jackie Stevenson Era
IMG has restructured its leadership, appointing Jackie Stevenson as the new Chief Client & Operations Officer. Reporting to Adam Kelly, President, IMG, Stevenson’s role is to integrate consulting, media rights, brand partnerships, and data capabilities into one connected organization.
This is a response to a fragmented market. Stevenson, arriving from M&C Saatchi, is tasked with executing this centralized strategy. According to Adam Kelly, her experience in leading growth across complex organizations is the key to delivering long-term value for multi-market partners.
The Bottom Line: The sports landscape in 2026 is no longer just about who wins on the field. It is about who controls the distribution (DAZN), who owns the infrastructure (Sela), and who can optimize the human element (Glasgow 2026/Getahead).
Disclaimer: The fantasy and market insights provided are for informational and entertainment purposes only and do not constitute financial or betting advice.
