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<p>Saudi Arabia’s sovereign wealth fund became an “official tournament supporter” of the <a href="https://www.nine.com.au/topic/fifa-world-cup-5x5" target="" rel="" title="FIFA World Cup">FIFA World Cup</a> on Friday and reaffirmed its commitment to invest heavily in sports despite notable retreats from other ventures in recent months.</p><p>In announcing the partnership, the kingdom's public investment fund (PIF) said sport was a “priority sector” and football was crucial to the “ongoing transformation of Saudi Arabia".</p><p>PIF announced this month <a href="https://www.nine.com.au/sport/golf/news-2026-liv-tour-pif-withdraws-funding-saudi-money-future-what-it-means-players-20260430-p5zsdv.html" target="" rel="" title="that it was pulling the plug on future funding for LIV Golf">that it was pulling the plug on future funding for LIV Golf</a>, the breakaway tour that it has poured billions of dollars into, raising questions about its long-term plans for other sports after its enormous spending in recent years.</p><p><strong>READ MORE:</strong> <a href="https://www.nine.com.au/sport/nrl/nrlw/womens-state-of-origin-2026-game-two-result-video-jesse-southwell-teagan-berry-try-saving-tackles-jasmine-peters-20260514-p5zx5x.html" target="_blank"><strong>'Incredible' moment star saves Origin moments after injury</strong></a></p><p><strong>READ MORE:</strong> <a href="https://www.nine.com.au/sport/nrl/nrlw/womens-state-of-origin-2026-game-two-the-mole-player-ratings-qld-maroons-nsw-blues-exclusive-20260514-p5zx63.html" target="_blank" rel="" title=""><strong>Player ratings: 'Disappointing' star goes quiet in narrow loss</strong></a></p><p></p><p><strong>READ MORE:</strong> <a href="https://www.nine.com.au/sport/football/sam-kerr-update-chelsea-exit-confirmed-setting-up-push-to-break-club-record-in-manchester-united-final-match-20260515-p5zx6b.html" target="_blank" rel="" title="Sam Kerr exit from Chelsea confirmed"><strong>Sam Kerr exit from Chelsea confirmed</strong></a></p><p>While the value of the World Cup deal, which covers North America and Asia, was not disclosed, it further strengthens ties between Saudi Arabia and world football's governing body FIFA.</p><p>The oil-rich kingdom has won the rights to host the 2034 edition of the World Cup and PIF was a commercial partner for last year's Club World Cup.</p><img data-id="19a62337-d312-45c2-809c-c1868e944c6b" src="https://prod.static9.net.au/fs/19a62337-d312-45c2-809c-c1868e944c6b" caption="US President Donald Trump, left, and Gianni Infantino, president of FIFA." alt="" source="Bloomberg" data-width="1575" data-height="886" fs="true" master-key="19a62337-d312-45c2-809c-c1868e944c6b" options="{"zoom":1.27,"offset":{"x":102,"y":-87},"aspect":1.7777777777777777,"originalWidth":2000,"originalHeight":1334}"/><p>The PIF-owned SURJ Sports Investment also owns a stake in online streamer DAZN, which broadcast the Club World Cup and recently acquired Kayo Sports in Australia.</p><p>According to FIFA accounts, television broadcasting rights had contributed “the lion’s share” of its annual revenue in 2025, worth more than $1.3 billion.</p><p>Football has been a major focus for Saudi Arabia as it looks to move away from its heavy reliance on oil and explore other revenue-generating sectors.</p><p>That has included enticing some of the sport's biggest stars like Cristiano Ronaldo, Neymar and Karim Benzema to its domestic league and buying Premier League club Newcastle. Winning the right to host the World Cup is its standout achievement so far.</p><p>Investment in other sports includes hosting a number of world championship boxing matches, Formula One racing and tennis.</p><img data-id="a46da0cc-d494-4308-a6c6-d2aa06a4e0f1" src="https://prod.static9.net.au/fs/a46da0cc-d494-4308-a6c6-d2aa06a4e0f1" caption="Akram Afif of Qatar interaqcts with Tamim bin Hamad Al Thani, Emir of Qatar after the AFC Asian Cup final." alt="Akram Afif of Qatar interaqcts with Tamim bin Hamad Al Thani, Emir of Qatar after the AFC Asian Cup final match between Jordan and Qatar at Lusail Stadium on February 10, 2024 in Lusail City, Qatar. (Photo by Robert Cianflone/Getty Images)" source="Getty" data-width="4524" data-height="3220" fs="true" master-key="a46da0cc-d494-4308-a6c6-d2aa06a4e0f1"/><p>Critics <a href="https://www.nine.com.au/sport/liv-golf-sportswashing-pif-saudi-arabia-funding-analysis-justine-nolan-jules-boykoff-interview-20260420-p5zt2v.html" target="" rel="" title="have accused the kingdom of “sportswashing”">have accused the kingdom of “sportswashing”</a> — using sports to rebrand its public image in the face of its human rights record and the killing of Washington Post columnist Jamal Khashoggi in 2018.</p><p>The launch of the contentious LIV Golf tour in 2022 was a major disruptor for the sport, luring top players like Bryson DeChambeau, Phil Mickelson, Brooks Koepka and Dustin Johnson away from the PGA. LIV Golf's spending is expected to exceed $8.3 billion by the end of the year.</p><p>While there has been a slowdown of top football players heading to the Saudi league after its earlier aggressive recruitment drive, PIF outlined its ongoing commitment to the world's most popular sport.</p><p>“PIF continues to expand its global footprint in sport, with football at the heart of this growth," head of corporate brand Mohamed AlSayyad said.</p> <p>Saudi Arabia’s sovereign wealth fund became an “official tournament supporter” of the <a href="https://www.nine.com.au/topic/fifa-world-cup-5x5" target="" rel="" title="FIFA World Cup">FIFA World Cup</a> on Friday and reaffirmed its commitment to invest heavily in sports despite notable retreats from other ventures in recent months.</p><p>In announcing the partnership, the kingdom's public investment fund (PIF) said sport was a “priority sector” and football was crucial to the “ongoing transformation of Saudi Arabia".</p><p>PIF announced this month <a href="https://www.nine.com.au/sport/golf/news-2026-liv-tour-pif-withdraws-funding-saudi-money-future-what-it-means-players-20260430-p5zsdv.html" target="" rel="" title="that it was pulling the plug on future funding for LIV Golf">that it was pulling the plug on future funding for LIV Golf</a>, the breakaway tour that it has poured billions of dollars into, raising questions about its long-term plans for other sports after its enormous spending in recent years.</p><p><strong>READ MORE:</strong> <a href="https://www.nine.com.au/sport/nrl/nrlw/womens-state-of-origin-2026-game-two-result-video-jesse-southwell-teagan-berry-try-saving-tackles-jasmine-peters-20260514-p5zx5x.html" target="_blank"><strong>'Incredible' moment star saves Origin moments after injury</strong></a></p><p><strong>READ MORE:</strong> <a href="https://www.nine.com.au/sport/nrl/nrlw/womens-state-of-origin-2026-game-two-the-mole-player-ratings-qld-maroons-nsw-blues-exclusive-20260514-p5zx63.html" target="_blank" rel="" title=""><strong>Player ratings: 'Disappointing' star goes quiet in narrow loss</strong></a></p><p></p><p><strong>READ MORE:</strong> <a href="https://www.nine.com.au/sport/football/sam-kerr-update-chelsea-exit-confirmed-setting-up-push-to-break-club-record-in-manchester-united-final-match-20260515-p5zx6b.html" target="_blank" rel="" title="Sam Kerr exit from Chelsea confirmed"><strong>Sam Kerr exit from Chelsea confirmed</strong></a></p><p>While the value of the World Cup deal, which covers North America and Asia, was not disclosed, it further strengthens ties between Saudi Arabia and world football's governing body FIFA.</p><p>The oil-rich kingdom has won the rights to host the 2034 edition of the World Cup and PIF was a commercial partner for last year's Club World Cup.</p><img data-id="19a62337-d312-45c2-809c-c1868e944c6b" src="https://prod.static9.net.au/fs/19a62337-d312-45c2-809c-c1868e944c6b" caption="US President Donald Trump, left, and Gianni Infantino, president of FIFA." alt="" source="Bloomberg" data-width="1575" data-height="886" fs="true" master-key="19a62337-d312-45c2-809c-c1868e944c6b" options="{"zoom":1.27,"offset":{"x":102,"y":-87},"aspect":1.7777777777777777,"originalWidth":2000,"originalHeight":1334}"/><p>The PIF-owned SURJ Sports Investment also owns a stake in online streamer DAZN, which broadcast the Club World Cup and recently acquired Kayo Sports in Australia.</p><p>According to FIFA accounts, television broadcasting rights had contributed “the lion’s share” of its annual revenue in 2025, worth more than $1.3 billion.</p><p>Football has been a major focus for Saudi Arabia as it looks to move away from its heavy reliance on oil and explore other revenue-generating sectors.</p><p>That has included enticing some of the sport's biggest stars like Cristiano Ronaldo, Neymar and Karim Benzema to its domestic league and buying Premier League club Newcastle. Winning the right to host the World Cup is its standout achievement so far.</p><p>Investment in other sports includes hosting a number of world championship boxing matches, Formula One racing and tennis.</p><img data-id="a46da0cc-d494-4308-a6c6-d2aa06a4e0f1" src="https://prod.static9.net.au/fs/a46da0cc-d494-4308-a6c6-d2aa06a4e0f1" caption="Akram Afif of Qatar interaqcts with Tamim bin Hamad Al Thani, Emir of Qatar after the AFC Asian Cup final." alt="Akram Afif of Qatar interaqcts with Tamim bin Hamad Al Thani, Emir of Qatar after the AFC Asian Cup final match between Jordan and Qatar at Lusail Stadium on February 10, 2024 in Lusail City, Qatar. (Photo by Robert Cianflone/Getty Images)" source="Getty" data-width="4524" data-height="3220" fs="true" master-key="a46da0cc-d494-4308-a6c6-d2aa06a4e0f1"/><p>Critics <a href="https://www.nine.com.au/sport/liv-golf-sportswashing-pif-saudi-arabia-funding-analysis-justine-nolan-jules-boykoff-interview-20260420-p5zt2v.html" target="" rel="" title="have accused the kingdom of “sportswashing”">have accused the kingdom of “sportswashing”</a> — using sports to rebrand its public image in the face of its human rights record and the killing of Washington Post columnist Jamal Khashoggi in 2018.</p><p>The launch of the contentious LIV Golf tour in 2022 was a major disruptor for the sport, luring top players like Bryson DeChambeau, Phil Mickelson, Brooks Koepka and Dustin Johnson away from the PGA. LIV Golf's spending is expected to exceed $8.3 billion by the end of the year.</p><p>While there has been a slowdown of top football players heading to the Saudi league after its earlier aggressive recruitment drive, PIF outlined its ongoing commitment to the world's most popular sport.</p><p>“PIF continues to expand its global footprint in sport, with football at the heart of this growth," head of corporate brand Mohamed AlSayyad said.</p> https://ift.tt/2aToIMi<br>
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