Saudi PIF signs deal to sponsor 2026 World Cup

Saudi Arabia's Public Investment Fund (PIF) signed a deal on Thursday to become an 'official tournament supporter' of the 2026 FIFA World Cup, covering North America and Asia, with the financial terms undisclosed. The partnership strengthens ties between Saudi Arabia and FIFA, coming shortly after PIF announced it was withdrawing future funding from LIV Golf. Saudi Arabia, which has also won the rights to host the 2034 World Cup and was a commercial partner for the 2025 Club World Cup, reaffirmed sport as a 'priority sector' in its national transformation strategy.