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FIFA has announced the sporting investments fund of Saudi Arabia, the Public Investment Fund (PIF) as an official tournament supporter in North America and Asia for the FIFA World Cup 2026.
The cooperation represents a common commitment to growing football at all levels, from grassroots to elite competition, as well as increasing participation in sports by creating new possibilities.
The PIF alliance includes PIF enterprises such as Savvy Games Group, Saudi Arabia’s national and worldwide champion in games and esports, and Qiddiya City, Saudi Arabia’s future entertainment, sports, and cultural capital. Throughout the tournament, PIF and its businesses will provide amazing experiences and spearhead creative fan engagement activities to connect with the football community on the world’s largest platform.
This year’s FIFA World Cup will be the biggest in history, with 48 nations competing across three host countries and reaching supporters on all continents to bring the globe together through football.
Romy Gai, Chief Business Officer at FIFA, said, “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. 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.”
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. 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.”
Football plays an important role in Saudi Arabia’s ongoing transformation, and hosting the FIFA World Cup in 2034 strengthens the nation’s ambition to grow the game globally, create new opportunities for all, and extend its benefits in Saudi Arabia and around the world for future generations.
The cooperation intends to promote FIFA knowledge transfer and capacity building among Saudi youth in order to elevate and actively influence the sport’s long-term future.
This deal is consistent with PIF’s continuous commitment to the sports industry, which is part of the tourism, leisure, and entertainment ecosystem outlined in the organisation’s newly announced 2026-2030 plan.
FIFA’s purpose is to promote and develop football in all 211 Member Associations. The relationship with PIF will help FIFA continue to offer a number of programs, such as grassroots programmes, youth, women’s football, and education initiatives, as well as projects that improve infrastructure and technical skills throughout the world.
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