Saudi Arabia's Public Investment Fund (PIF) has joined the 2026 World Cup as an official tournament supporter, marking a significant partnership with FIFA. The announcement comes amid PIF's decision to halt future funding for LIV Golf, raising questions about the fund's shifting sports strategy. PIF emphasized sport as a priority sector for Saudi Arabia's economic transformation.

The deal strengthens Saudi ties with world soccer's governing body ahead of the kingdom's hosting of the 2034 World Cup. PIF previously served as a commercial partner for the Club World Cup and owns stakes in Newcastle United and DAZN. Television broadcasting rights generated over $1 billion for FIFA in 2025, making this partnership financially strategic.

Saudi Arabia has aggressively pursued sports investments to diversify beyond oil dependence, attracting stars like Cristiano Ronaldo and Karim Benzema to its domestic league. Critics continue labeling these moves as "sportswashing" to improve the kingdom's international image amid human rights concerns.

Despite scaling back from LIV Golf's $6 billion expenditure, PIF reaffirmed its commitment to football as central to expanding its global sports footprint. The World Cup partnership signals sustained financial engagement with international soccer despite recent retrenchment in other ventures.