Saudi Arabia’s Public Investment Fund (PIF) Partners Concacaf

Ahead of the next FIFA World Cup, Saudi Arabia’s Public Investment Fund (PIF) has partnered Concacaf, North American football authority in a landmark multi-year deal. 

Through the deal, the PIF has added Concacaf to its list of burgeoning global sporting portfolio, including the likes of LIV Golf, ATP, WTA, Formula E and Newcastle United. The deal aspires to “grow football at every level of the game in North America,” both parties have said, across the various Concacaf national team and club tournaments as well as youth football development initiatives. This comes before USA, Mexico and Canada host the 2026 FIFA World Cup.  

According to ASN data, the government body category has invested almost US$217m in the Asian sponsorship market since Q421, while the figure includes investment from NEOM, it does not include PIF’s massive investment in recent years yet.