Sela began operations in 1997, connecting brands with Saudi audiences to provide experiences relating to culture, recreation, sports, entertainment, and hospitality. Experiences and brands owned by Sela in Saudi Arabia include Via Riyadh, Blvd City, Blvd World, the Riyadh Convention and Exhibition Centre, Jeddah Promenade, Jeddah Superdome, and the Jeddah Yacht Club and Marina. In February 2024, Sela began a global partnership with adidas, which focused on strategic collaborations and developments with a strong focus on activations in Saudi Arabia. AlHarthy also serves on the boards of the Events Investment Fund and the Qiddiya Investment Company.