The Saudi Investment Fund (PIF) signed a partnership with FIFA on Thursday to become a sponsor of the 2026 World Cup (June 11-July 19) in North America and Asia, a further step in the kingdom's sports policy.

This agreement "brings together the various companies of the PIF, including Savvy Games Group, one of the world leaders in the field of video games and eSport, as well as Qiddiya City, the future Saudi capital of entertainment, sport and culture", the football body said in a statement.

By becoming an "official supporter" of the competition for an undisclosed amount, the PIF enters the ranks of FIFA's third-tier partners, with regional reach, behind the organization's global sponsors and those attached to a specific tournament.

The first category, organized by sectors of activity, includes groups historically involved in sport such as Adidas, Coca-Cola and Visa, but also the Saudi oil giant Aramco, FIFA's "energy partner" since 2024.

The second category includes American companies eager to exploit the World Cup at home - shared with Mexico and Canada, such as Verizon, Bank of America or AB In Bev.

The agreement with FIFA, which began last year with an initial partnership around the Club World Cup, allows PIF to continue "its global expansion in the field of sport", according to one of its leaders, Mohamed AlSayyad, quoted in the press release.

After a 2030 World Cup shared between Spain, Morocco and Portugal, with three matches in South America, Saudi Arabia will host the 2034 World Cup alone, the biggest competition ever hosted by the kingdom.

AFP