Saudi Arabia Strengthens World Cup Ties as PIF Reaffirms Major Commitment to Global Sport

Saudi Arabia has further strengthened its growing influence in global football after the kingdom’s sovereign wealth fund officially became a tournament supporter of the FIFA World Cup.

The announcement was made on Thursday by the Public Investment Fund (PIF), which also reiterated that sport remains a central pillar of the country’s long-term investment strategy and national transformation plans.

In a statement confirming the agreement, PIF described sport as a “priority sector”, while highlighting football as a key component of Saudi Arabia’s ongoing economic and social development initiatives.

The latest partnership comes despite recent questions surrounding the kingdom’s long-term sporting ambitions after PIF reportedly decided to end future funding commitments for LIV Golf — the breakaway golf circuit into which Saudi Arabia has invested billions of dollars since its launch.

Although the financial details of the World Cup sponsorship agreement — which reportedly covers North America and Asia — were not disclosed, the deal represents another significant step in the increasingly close relationship between Saudi Arabia and FIFA.

Saudi Arabia is set to host the 2034 FIFA World Cup after successfully securing hosting rights for the tournament, marking one of the country’s most significant achievements in international sport to date.

PIF had already worked alongside FIFA as a commercial partner during last year’s Club World Cup competition.

Meanwhile, PIF-owned SURJ Sports Investment also holds a stake in sports streaming platform DAZN, which broadcast the Club World Cup.

According to FIFA’s financial accounts, television broadcasting rights generated the largest share of the organisation’s revenue in 2025, contributing more than $1 billion (£750 million).

Football has become a major focus of Saudi Arabia’s diversification strategy as the kingdom seeks to reduce its dependence on oil revenues and expand into alternative industries and entertainment sectors.

Part of that strategy has included attracting some of football’s biggest global stars — including Cristiano Ronaldo, Neymar and Karim Benzema — to the Saudi Pro League.

Saudi Arabia’s investment ambitions have also extended to club ownership, with PIF completing the high-profile takeover of Newcastle United.

Beyond football, the kingdom has heavily invested in other major sports, including Formula One, boxing and tennis, hosting several world championship events in recent years.

However, Saudi Arabia’s rapid expansion in global sport has attracted criticism from human rights organisations and campaigners, who accuse the kingdom of using sport to improve its international image — a practice often referred to as “sportswashing”.

Critics have frequently pointed to the country’s human rights record and the 2018 killing of journalist Jamal Khashoggi as part of those concerns.

The launch of LIV Golf in 2022 proved particularly controversial within the sporting world, with the Saudi-backed tour luring elite players such as Bryson DeChambeau, Phil Mickelson, Brooks Koepka and Dustin Johnson away from the established PGA Tour.

Reports suggest LIV Golf’s total expenditure could surpass $6 billion (£4.5 billion) by the end of the year.

Although the influx of elite footballers into the Saudi Pro League has slowed following the league’s initial aggressive recruitment drive, PIF stressed that football remains central to its sporting ambitions.

“PIF continues to expand its global footprint in sport, with football at the heart of this growth,” said Mohamed AlSayyad, the organisation’s Head of Corporate Brand.