Saudi Arabia's Public Investment Fund (PIF) has been designated an official tournament supporter for the 2026 World Cup in North America and Asia. The announcement comes just weeks after the fund confirmed it was cutting funding for LIV Golf after the 2026 season.
Partnership Details
The 2026 World Cup, the first to feature 48 teams, will be co-hosted by the United States, Canada, and Mexico from 11 June to 19 July. PIF's support will cover grassroots programmes, youth and women's football, educational projects, and infrastructure and technical expertise enhancements, according to statements from PIF and Fifa. No financial specifics or particular activations were disclosed.
This deal builds on PIF's existing partnership with Fifa for the Club World Cup 2025, underscoring the sovereign wealth fund's expanding commercial footprint in global football.
Statements and Context
Mohamed AlSayyad, Head of Corporate Brand at PIF, stated: "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 PIF, chaired by Saudi Crown Prince Mohammed bin Salman, has faced criticism from human rights organisations accusing the country of "sportswashing" to divert attention from its human rights record. The fund has spent over $5bn on LIV Golf since its 2022 launch. Last month, PIF announced it would cut funding for the breakaway golf league after the 2026 season, prompting a search for new backers. Despite this, PIF affirmed its commitment to deploying capital internationally, identifying sports as a priority sector.
World Cup Prospects
Saudi Arabia will play in the 2026 tournament, placed in Group H. They begin their campaign against Uruguay on 15 June, face 2010 champions Spain on 21 June, and conclude against Cape Verde on 26 June.
