Saudi Arabia’s PIF takes on 2026 World Cup role just weeks after announcing LIV Golf funding cut

Saudi Arabia's PIF has been named as an official 2026 World Cup tournament supporter (Getty)

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.

The World Cup is just weeks away (AFP/Getty)

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.