RIYADH: Saudi Arabia’s Public Investment Fund has been named as an official tournament supporter in North America and Asia for this year’s FIFA World Cup.
According to the announcement of the agreement, the partnership reflects a shared commitment to the growth of football at every level, from grassroots to elite competition, and to efforts to enable greater participation in sport by unlocking new opportunities.
The deal incorporates PIF-backed companies including Savvy Games Group, Saudi Arabia’s national and global champion for games and esports, and Qiddiya City, the Kingdom’s under-construction future capital of entertainment, sport and culture.
Under the agreement, the fund and its associated companies will deliver experiences and provide fan-engagement initiatives throughout the tournament designed to connect with the global football community on the world’s biggest stage.
This year’s World Cup, which kicks off on June 11, is the biggest in the tournament’s history, with the number of competing teams expanded to 48 for the first time. It is being hosted by three countries in North America: the US, Mexico and Canada.
“We are delighted to have PIF as a Tournament Supporter of this year’s game-changing FIFA World Cup,” said Romy Gai, FIFA’s chief business officer. “Together, we look forward to delivering a historic tournament that inspires and unites fans from around the world.
“The partnership with PIF will help grow our sport across the globe through unlocking new opportunities, fostering innovation and engaging youth, ensuring that millions of young people have the chance to play football and enjoy its many benefits.”
Mohammed Al-Sayyad, the Saudi fund’s head of corporate brand, said: “PIF continues to expand its global footprint in sport, with football at the heart of this growth.
“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.
“PIF continues to accelerate the growth of football globally by expanding access to the game and creating opportunities that benefit players, fans and the wider football ecosystem.”
The fund said the aims of the partnership with FIFA include the fostering of knowledge transfers and capacity-building for Saudi youth to further elevate and actively shape the long-term future of the sport in the Kingdom.
This is in line with PIF’s ongoing commitment to the sports sector, it added, as part of plans for the tourism, leisure and entertainment sectors in the fund’s recently announced strategy for 2026-2030.
Saudi Arabia is set to host the World Cup in 2034.
