Saudi Arabia is making a major play on the world stage, and this time, the ball is squarely on the pitch. Despite recent moves to pull funding from the controversial LIV Golf tour, the kingdom's sovereign wealth fund is doubling down on its biggest passion: soccer. On Thursday, the Public Investment Fund (PIF) signed on as an "official tournament supporter" for the FIFA World Cup, signaling that its sports ambitions are far from over.
This latest deal, which covers key markets in North America and Asia, strengthens the already tight bond between Saudi Arabia and global soccer's governing body. While the financial terms weren't disclosed, the move comes hot on the heels of the kingdom securing hosting rights for the 2034 World Cup. It's a clear signal that soccer, not golf, remains the crown jewel in Saudi Arabia's sports investment strategy.
"Sport is a priority sector for us," PIF stated, reinforcing its long-term vision. This isn't just about sponsorship; it's about building a legacy. The fund already owns a stake in the streaming platform DAZN, which broadcast last year's Club World Cup, and has been aggressively reshaping the global soccer landscape.
From luring icons like Cristiano Ronaldo, Neymar, and Karim Benzema to the Saudi Pro League, to taking over Premier League club Newcastle United, the kingdom's strategy is clear: use soccer as a global soft-power tool while diversifying its economy away from oil. The World Cup hosting rights are the ultimate prize in this playbook, and this new partnership is another step toward that goal.
Of course, this soccer-centric push comes with a side of context. The PIF's decision to halt future funding for LIV Golf—after spending a reported $6 billion to disrupt the sport—raises eyebrows. While golf's big names like Bryson DeChambeau and Phil Mickelson were lured away from the PGA, the league's future now looks uncertain. Meanwhile, the flow of top soccer talent to Saudi Arabia has cooled since its initial spending spree, but the infrastructure and ambition remain firmly in place.
For fans and gear enthusiasts, this means one thing: expect to see more Saudi branding on the world's biggest soccer stage. As the kingdom prepares to host the 2034 World Cup, this partnership is just the opening whistle in what promises to be a very long game.