PIF Named Official Tournament Supporter of FIFA World Cup 2026.

Roger Hampel

Image: FIFA

Saudi Arabia’s Public Investment Fund (PIF) has been named an Official Tournament Supporter of the FIFA World Cup 2026 across North America and Asia, extending the sovereign wealth fund’s growing involvement in global football through a new partnership with FIFA.

The agreement builds on PIF’s existing relationship with FIFA following the FIFA Club World Cup 2025 and further strengthens Saudi Arabia’s positioning within football’s international commercial ecosystem ahead of the FIFA World Cup 2034.

Football Continues to Sit at the Centre of Saudi Arabia’s Global Sports Strategy PIF

The partnership incorporates several PIF-linked entities, including Savvy Games Group and Qiddiya City, reflecting how football is increasingly being connected to wider entertainment, gaming and tourism objectives within Saudi Arabia’s long-term development plans.

According to FIFA and PIF, the collaboration will include fan engagement activations and experiences during the tournament across key international markets.

The partnership also includes references to knowledge transfer and youth development initiatives linked to Saudi football and sports industry growth.

Executive Comments

FIFA Chief Business Officer Romy Gai linked the partnership to growth and youth engagement, speaking via FIFA’s official communication:

“The partnership with PIF will help grow our sport globally through unlocking new opportunities, fostering innovation and engaging youth.”

Mohamed AlSayyad, Head of Corporate Brand at PIF, positioned football at the centre of the fund’s wider sports strategy:

“PIF continues to expand its global footprint in sport, with football at the heart of this growth.”