Saudi Arabia’s Public Investment Fund (PIF) has signed on as an Official Tournament Supporter for the FIFA World Cup 2026™, deepening its ties with global football’s governing body. The partnership covers North America and Asia, marking another significant move by the sovereign wealth fund to expand its presence in the international sports and entertainment markets.
Quick Facts
- PIF is an Official Supporter for the 2026 tournament.
- Partnership includes PIF companies Savvy Games Group and Qiddiya.
- Builds on the successful 2025 FIFA Club World Cup collaboration.
Expanding a Global Sports Strategy
This announcement reinforces PIF’s focus on sports as a priority sector within its 2026-2030 strategy. The deal follows a previous partnership for the FIFA Club World Cup 2025™, demonstrating a growing relationship between the two organizations aimed at expanding football’s reach and engagement.
“PIF continues to expand its global footprint in sport, with football at the heart of this growth,” said Mohamed AlSayyad, Head of Corporate Brand at PIF. “This partnership builds on our existing FIFA relationship from last year’s FIFA Club World Cup – and our work with Concacaf – to deliver a positive and lasting impact.”
Savvy Games and Qiddiya to Drive Fan Engagement
The agreement directly incorporates two of PIF’s major giga-projects: Savvy Games Group, the kingdom’s gaming and esports champion, and Qiddiya City, the planned capital for entertainment, sport, and culture. Both entities are tasked with developing unique fan experiences and engagement initiatives throughout the tournament, which will be the largest in history with 48 teams competing across three host nations.
Romy Gai, Chief Business Officer at FIFA, commented on the collaboration. “We are delighted to have PIF as a Tournament Supporter of this year’s game-changing FIFA World Cup. Together, we look forward to delivering a historic tournament that inspires and unites fans from around the world.”
A Stepping Stone to World Cup 2034
The partnership serves as a strategic pillar in Saudi Arabia’s broader football ambitions, particularly as the country prepares to host the FIFA World Cup 2034™. According to the announcement, the collaboration aims to facilitate knowledge transfer and build capacity for Saudi youth, contributing to the long-term development of the sport both locally and globally.
About PIF
The Public Investment Fund (PIF) is the sovereign wealth fund of Saudi Arabia and one of the largest in the world. It is a key driver of Saudi Arabia’s Vision 2030, a national strategy to diversify the kingdom’s economy away from oil. PIF has made significant investments across various sectors globally, including technology, entertainment, and sports.
Source: Zawya
