FIFA adds last-minute sponsor for the 2026 World Cup
The PIF (Public Investment Fund of Saudi Arabia) has become an official partner of the flagship national team tournament, just days before the opening match.
The partnership includes two entities under the Saudi fund: Savvy Games Group (a national esports and video game development company) and Qiddiya City (a futuristic entertainment mega-city project).
For the 2025 Club World Cup, the PIF also secured a sponsorship deal days before the tournament began. Additionally, it serves as an official sponsor for CONCACAF.
With this move, Saudi Arabia strengthens its ties with FIFA, joining Aramco (the national oil company) as a top-tier sponsor, ahead of the country hosting the 2034 World Cup.
