The snooker world has always known that Ronnie O’Sullivan operates on a different frequency. But as of March 2026, that frequency isn’t just about clearing a table in record time. And whereas he has demonstrated with that impossible 153 break at the 2026 World Open that his hands are sharper than they have been in decades, his sights remain set on a boardroom well above the smoky confines of formal snooker.
The opening of the Ronnie O’Sullivan Snooker Academy in Riyadh sounds like a momentous step in his career journey, transforming a UK sports icon into an international corporate behemoth.
This isn’t just another endorsement deal. It is a calculated move into international sports diplomacy and digital education. By planting his flag in Saudi Arabia and moving his personal base to Dubai, O’Sullivan has effectively bypassed the plateau of a domestic career.
He’s building an infrastructure that will outlast his playing days, and the scale of Ronnie O’Sullivan new project is something the sport hasn’t seen before.
Ronnie’s 2026 Empire: At a Glance
| Feature | Details & Impact |
| Main Venture | Ronnie O’Sullivan Snooker Academy (Riyadh, Saudi Arabia) |
| Digital Product | The Rocket Method™ (12-hour cinematic coaching masterclass) |
| Personal Base | Relocated to Dubai, UAE (Strategic hub for Asian/Gulf markets) |
| Latest Record | Highest Professional Break of 153 (Achieved March 20, 2026) |
| Ambassador Deal | 3-Year Partnership with Saudi General Entertainment Authority |
| Brand Extension | ROKiT Racing (Debut in British Formula 4 promotional events) |
The Saudi Deal That Changed Everything
It began back in April 2024 when Eddie Hearn negotiated what will be remembered as the richest sponsorship deal in snooker history. The contract was signed in London, with Ronnie standing alongside Saudi Arabia’s powerful sports chief Turki Al-Sheikh and both Barry and Eddie Hearn.
O’Sullivan signed a three-year ambassador deal with Saudi Arabia which saw him pledge to take part in World Snooker Tour events hosted within the Kingdom and launch a snooker academy in the Middle East. It wasn’t really just a playing contract with fancy wording. It was an authentic commercial pivot.
The Ronnie O’Sullivan Snooker Academy was opened in Boulevard City, Riyadh, by WPBSA chairman Jason Ferguson and former British Open champion Nigel Bond, the latter of whom has reportedly taken over as head coach at the facility.
Five tables. Proper coaching infrastructure. And the man whose name is above the door is closely overseeing its direction.
Some fans weren’t impressed. Social media exploded with charges of “selling his soul”. One frustrated supporter wrote, ‘Ronnie should’ve opened something in the UK, where grassroots snooker is crying out for the money. Fair point, honestly. But the commercial logic is undeniable.
Relocation to Dubai
O’Sullivan relocated from Essex to Dubai, where he regularly visits the Riyadh academy as a coach and mentor. He’s been candid about it too. The constant travel was wearing him down. Being based in Dubai puts him closer to tournaments in the Gulf and cuts the jet lag problem significantly.
According to Sky Sports, he’ll spend April and May in Sheffield this year, as he attempts to win an eighth world title at his 34th consecutive World Snooker Championship. Not bad for someone who’s supposedly winding down.
On the Ronnie O’Sullivan business 2026 front, the Dubai move makes sense beyond lifestyle. It positions him at the centre of snooker’s fastest-growing markets, both in the Gulf and across Asia. His commercial value in China especially is enormous, as the World Open break has just demonstrated all over again.
The ROKiT Partnership: Beyond the Snooker Table
Then there’s his long-standing relationship with ROKiT, the technology and lifestyle brand. The deal, extended through to 2026, includes “non-snooker activities”, with plans to put Ronnie back in a single-seater race car through ROKiT’s sponsorship of the British Formula 4 Championship.
That’s not a gimmick. Ronnie genuinely loves motorsport, and ROKiT chairman Jonathan Kendrick has talked about it being something they’ve wanted to do together for a while. As a piece of brand positioning, it’s smart too. It takes O’Sullivan out of the snooker hall and puts him in front of a completely different audience.
Ronnie himself described it as “an easy decision” to extend the deal, adding he looks forward to “embracing some other challenges with ROKiT away from the snooker table.”
Commercial Value That Keeps Growing
Here’s what makes Ronnie O’Sullivan’s investment in these ventures genuinely interesting from a business perspective: he’s not doing this because he needs to. He’s doing it because his profile has arguably never been higher.
World Seniors Snooker Tour chairman Jason Francis called him “the most commercially valuable player the sport has ever seen” and confirmed that ticket sales for the 2026 World Seniors event surpassed the entire previous year’s total just after the announcement of Ronnie’s participation.
That’s extraordinary leverage. And O’Sullivan clearly knows it.
The Ronnie O’Sullivan new project in Saudi Arabia isn’t just about one academy either. The partnership aims to foster snooker across the Kingdom, nurture local talent, and build a solid connection between the World Snooker Tour and Saudi Arabia long-term.
Saudi Arabia has already committed to hosting the Snooker Masters for ten years, with prize money exceeding £2 million. This is a growth market, and Ronnie’s got his name on it early.
What the Snooker World Makes of All This
Ronnie O’Sullivan latest news has fans split, to put it mildly. The purists who wanted to see academies opening in Romford or Sheffield rather than Riyadh have a legitimate argument. Snooker in Britain struggles at the grassroots level. But the counter-argument is also worth hearing: international growth brings more money into the sport overall, and Ronnie’s presence in Saudi Arabia is accelerating that.
The reaction from within the snooker community has been more measured. Most professionals understand the realities of the modern game. Saudi Arabia now hosts what’s effectively snooker’s “fourth major.” That happened fast, and it happened partly because of signings like Ronnie’s.
Previous Ventures and What Came Before
This isn’t Ronnie’s first time in the commercial lane. His ROKiT relationship goes back years. He’s written books, appeared in documentaries, and been one of the most recognisable faces in British sport for three decades. The Netflix documentary featuring Eddie Hearn’s behind-the-scenes role in securing the Saudi deal has given the public an unusual window into how these deals actually happen.
What’s different now is scale. The academy. The Dubai base. The racing ambitions. This feels more like building a post-playing infrastructure than cashing in while the going’s good.
What Comes Next
He is still going to attempt to win an eighth world title at the Crucible this April. He’s also signed up for the 2026 World Seniors Championship in May. Winning both in a single year would be the sort of thing that you get a statue for.
Its business side will chug on, regardless. At the Saudi academy, Nigel Bond is responsible for day-to-day coaching. The ROKiT deal continues to grow. And every time Ronnie sets a record, his commercial worth rises still further.
Honestly, the 153 break was as well-timed a thing as he could have pulled off. You can almost imagine the brand meetings that took place the following morning.
Frequently Asked Questions
What is Ronnie O’Sullivan’s new business venture?
His biggest venture, however, is the Ronnie O’Sullivan Snooker Academy in Riyadh, Saudi Arabia, which opened in October 2024 as part of a three-year ambassadorial agreement with the Saudi government. As he aims for his own commercial growth, his ROKiT brand ambassador deal now includes motorsport activities in the British Formula 4 Championship.
Is Ronnie O’Sullivan retiring from snooker?
No. (That Saudi deal virtually prevents him from retiring before 2027.) He has also entered this year’s World Snooker Championship in April and the World Seniors Championship in May, both at the Crucible in Sheffield.
Where is the Ronnie O’Sullivan Snooker Academy located?
It is located in Boulevard City, Riyadh, Saudi Arabia. There are five snooker tables on-site, and the centre is run by lead coach Nigel Bond, who used to be ranked number five in the world.
Why did Ronnie O’Sullivan move to Dubai?
He moved his base from Essex to Dubai 18 months ago, primarily to cut down on travel fatigue due to how much time he currently spends in the Gulf for tournaments and his academy work. Being based in Dubai also puts him in the middle of his expanding commercial interests around Asia.
How does this affect his snooker career?
By all accounts, not poorly at all. The 153 break at the 2026 World Open indicates the balance is doing its job. He is in record-breaking form while running an international business operation. Whether that carries on into the Crucible in April is the question everyone is asking.
At 50, most athletes are giving after-dinner speeches and signing memorabilia. Ronnie O’Sullivan is breaking all-time records and running academies in the Middle East.
Whether you think the Saudi move was a sell-out or a savvy bit of business, one thing’s hard to argue: the man knows exactly what he’s worth. And he’s making the most of it.
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