Saudi Arabia’s PIF named as World Cup 'official tournament supporter'

Saudi Arabia’s Public Investment Fund has been named as an “official tournament supporter” of this summer’s World Cup. Organizer FIFA announced on Thursday an agreement with PIF companies Savvy Games Group and Qiddiya City covering North America and Asia. The agreement builds on a partnership for the 2025 Club World Cup and further strengthens ties ahead of Saudi Arabia’s hosting of the 2034 World Cup.

The new arrangement comes a fortnight after the sovereign wealth fund announced it was ending its support of LIV Golf at the end of the year. PIF said its backing for the breakaway tour, into which it had invested around £4 billion ($5. 4 billion), was no longer consistent with its evolving investment strategy.

FIFA said in a statement the collaboration aims to grow football globally from grassroots to elite level, enhance fan engagement and create new opportunities for participation. It added: “Throughout the tournament, PIF and its companies will deliver unforgettable experiences and drive innovative fan engagement initiatives to connect with the football community on the world’s biggest stage. ” The statement described the Savvy Games Group as “Saudi Arabia’s national and global champion for games and esports” and Qiddiya City as the country’s “future capital of entertainment, sport and culture”.