PIF joins FIFA World Cup 2026 as regional tournament supporter

Saudi Arabia’s Public Investment Fund (PIF) has been confirmed as an Official Tournament Supporter in North America and Asia of the FIFA World Cup 2026, adding a new regional partner tier as FIFA scales its commercial programme for the first 48-team tournament.The agreement expands PIF’s formal relationship with FIFA and adds another high-profile football rights asset to the fund’s portfolio, with Saudi Arabia also scheduled to host the FIFA World Cup 2034.FIFA Chief Business Officer Romy Gai said: “We are delighted to have PIF as a Tournament Supporter of this year’s game-changing FIFA World Cup. Together, we look forward to delivering a historic tournament that inspires and unites fans from around the world.“The partnership with PIF will help grow our sport across the globe through unlocking new opportunities, fostering innovation and engaging youth, ensuring that millions of young people have the chance to play football and enjoy its many benefits.”PIF said the partnership will incorporate portfolio companies including Savvy Games Group and Qiddiya City, with a focus on fan engagement activations during the tournament.The fund’s head of corporate brand Mohamed AlSayyad said: “PIF continues to expand its global footprint in sport, with football at the heart of this growth. This partnership builds on our existing FIFA relationship from last year’s FIFA Club World Cup – and our work with Concacaf – to deliver a positive and lasting impact.“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 partners said the deal will support initiatives spanning grassroots programmes, youth and women’s football, education projects, and work to enhance infrastructure and technical expertise.Financial terms and specific activation plans were not disclosed, and the parties did not set out any guaranteed rights inventory beyond the regional supporter designation.The agreement is structured around two priority markets for FIFA’s commercial delivery, with North America hosting the tournament and Asia remaining a key growth region for sponsorship and digital engagement.The World Cup will be staged across the United States, Canada and Mexico from June 11 to July 19, with 48 teams and an expanded match calendar that increases sponsor exposure and increases operational complexity.PIF’s entry also adds a strategic layer to FIFA’s partner mix, with Saudi state-linked entities already active across football via club ownership, league investment, event hosting and multi-sport sponsorships.The tie-up places PIF inside the World Cup commercial ecosystem eight years before Saudi Arabia hosts in 2034, offering an additional platform to build global brand association with football while supporting FIFA’s development-led messaging.