Saudi Arabia’s Public Investment Fund (PIF) has been designated an official tournament supporter in North America and Asia for the 2026 World Cup.
The partnership comes as Saudi Arabia prepares to host the 2034 tournament.
The 2026 World Cup, set to be the first edition of the global showpiece to feature 48 teams, will be co-hosted by the United States, Canada and Mexico from 11 June to 19 July.
The agreement encompasses support for various worldwide initiatives, including grassroots programmes, youth and women’s football, educational projects, and efforts to enhance infrastructure and technical expertise, according to statements from PIF and Fifa. No financial specifics or particular activations were disclosed.
This latest deal builds upon PIF’s existing partnership with Fifa for the Club World Cup 2025, underscoring the sovereign wealth fund’s expanding commercial footprint in global football.
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 significant criticism, with human rights organisations accusing the country of engaging in “sportswashing” to divert attention from its human rights record.
The fund’s extensive involvement in sports includes spending 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 in line with its investment strategy, identifying “current and future investments in various sports as a priority sector.”
Saudi Arabia will be playing in this summer’s tournament, and have been placed in Group H.
They will begin their campaign against Uruguay on 15 June, before facing 2010 champions Spain six days later.
Saudi Arabia conclude their group stage campaign against Cape Verde on 26 June.
