Riyadh: Public Investment Fund (PIF) and FIFA have announced the designation of PIF as an Official Tournament Supporter in North America and Asia for the FIFA World Cup 2026. This partnership signifies a mutual commitment to enhancing the growth of football at all levels, from grassroots to elite competitions, and enabling broader participation in sports by creating new opportunities.
According to Saudi Press Agency, the PIF partnership includes involvement from PIF companies like Savvy Games Group and Qiddiya City. Savvy Games Group is recognized as Saudi Arabia's national and global leader in games and esports, while Qiddiya City is set to be the future hub of entertainment, sport, and culture in Saudi Arabia. Throughout the tournament, PIF and its affiliates aim to provide unforgettable experiences and spearhead innovative fan engagement initiatives to connect with the global football community.
This year's FIFA World Cup will be the largest in history, featuring 48 teams and hosted across three countries. It aims to reach fans worldwide, uniting them through the universal appeal of football.
Romy Gai, Chief Business Officer at FIFA, expressed enthusiasm about the partnership, emphasizing the potential to deliver a historic tournament that inspires global fans. He noted that the collaboration with PIF would assist in expanding the sport globally by unlocking new opportunities, fostering innovation, and engaging youth to ensure that millions have the chance to play football and enjoy its benefits.
PIF's Head of Corporate Brand, Mohamed AlSayyad, highlighted that the partnership builds on previous collaborations with FIFA and Concacaf, aiming to make a positive and lasting impact. He noted that PIF is committed to accelerating the growth of football by expanding access and creating opportunities for players, fans, and the broader football ecosystem.
Football is integral to Saudi Arabia's transformation, and hosting the FIFA World Cup 2034 aligns with the country's ambition to grow the sport globally and create opportunities for all. The partnership is designed to foster FIFA knowledge transfer and capacity-building for Saudi youth, aiming to shape the sport's long-term future.
This aligns with PIF's commitment to the sports sector within its recently announced 2026-2030 strategy, focusing on tourism, leisure, and entertainment.
FIFA's mission to develop football across its 211 Member Associations will be supported by this partnership, which will aid in delivering various initiatives, including grassroots programs, youth and women's football, education initiatives, and projects to enhance infrastructure and technical expertise worldwide.