Founded in 1997 by AlHarthy, Sela specializes in creating and managing events and experiences in sectors such as entertainment, sports, and culture. The company launched its international headquarters in London in March 2025 to scale its Middle East expertise in sports and entertainment to a global market. In the same month, the company announced a multi-year partnership with Turki Alalshikh and TKO Group Holding to launch a boxing promotion to develop talent and deliver major global events. AlHarthy also serves on the board of the Events Investment Fund.