Agreement focuses on the development of football and technology; tournament will be held from June 11th to July 19th
FIFA and (Public Investment Fundthe Sovereign Fund of Saudi Arabia) announced, this Friday (May 15, 2026), a sponsorship agreement for the 2026 World Cup. The biggest of all editions will be held from June 11th to July 19th, in Canada, Mexico and the United States. The background becomes a “official supporter” of the tournament, consolidating sport as a priority sector for economic transformation and reducing dependence on oil.
The new step comes after the PIF announced the end of funding for the LIV Golf league, which had raised doubts about its long-term intentions in the sport. , which won the right to host the 2034 World Cup, is now strengthening its ties with FIFA. The group had already acted as a commercial partner in the 2025 Club World Cup.
The partnership also involves companies controlled by the fund, such as Savvy Games Group and the Qiddiya City urban project, focused on entertainment and culture. The PIF also holds a stake in the DAZN streaming platform through SURJ Sports Investment.
FIFA Business Director, Romy Gai, stated that the tournament will be a historic milestone. “We are very happy to have PIF as a sponsor of the World Cup. Together, we hope to stage a historic tournament that inspires and unites fans from around the world.“, these.
On the other hand, PIF’s head of corporate brand, Mohamed AlSayyad, highlighted the fund’s continued international growth. “This partnership builds on our existing relationship with FIFA and our work with Concacaf to drive positive and lasting impact“, he declared.
RESISTANCE IN THE USA
Despite the expansion, Saudi investments face opposition in California. Members of the Players Alliance protested at the headquarters of Electronic Arts, in Redwood City, against the company’s sale to PIF for US$55 billion.
Protesters dressed as game characters “The Sims” delivered a petition with 70,000 signatures from players and developers. The group fears that the acquisition of the owner of franchises such as “Madden NFL” e “FC” result in mass layoffs and the replacement of professionals with artificial intelligence technologies. In addition to games and football, the PIF has investments in boxing, Formula 1 and tennis.
