Saudi Arabia's sovereign wealth fund has become an official tournament supporter of the World Cup, reaffirming its commitment to invest heavily in sports despite notable retreats from other ventures in recent months.
Partnership Announcement
The kingdom's Public Investment Fund (PIF) announced the partnership on Thursday, stating that sport is a priority sector and soccer is crucial to the ongoing transformation of Saudi Arabia. The value of the deal, which covers North America and Asia, was not disclosed, but it further strengthens ties between Saudi Arabia and FIFA.
Background on Saudi Sports Investment
PIF recently pulled the plug on future funding for LIV Golf, the breakaway tour that has received billions of dollars, raising questions about its long-term plans for other sports. However, the fund has won the rights to host the 2034 World Cup and was a commercial partner for last year's Club World Cup. PIF-owned SURJ Sports Investment also owns a stake in online streamer DAZN, which broadcast the Club World Cup. According to FIFA accounts, television broadcasting rights contributed the lion's share of its annual revenue in 2025, worth over $1 billion.
Soccer as a Focus
Soccer has been a major focus for Saudi Arabia as it looks to diversify away from oil. This has included attracting stars like Cristiano Ronaldo, Neymar, and Karim Benzema to its domestic league and buying Premier League club Newcastle. Winning the right to host the World Cup is its standout achievement so far.
Other Sports Investments
Investment in other sports includes hosting world championship boxing matches, Formula One racing, and tennis. Critics have accused the kingdom of sportswashing — using sports to rebrand its public image amid human rights concerns and the killing of Jamal Khashoggi in 2018. The launch of LIV Golf in 2022 was a major disruptor, luring top players from the PGA, with spending expected to exceed $6 billion by year-end.
Ongoing Commitment
While there has been a slowdown in top soccer players moving to the Saudi league after its aggressive recruitment drive, PIF outlined its ongoing commitment to the sport. Mohamed AlSayyad, head of corporate brand at PIF, said: 'PIF continues to expand its global footprint in sport, with football at the heart of this growth.'
