PIF's Sports Investments Propel Saudi Arabia to Global Prominence
The Public Investment Fund's (PIF) strategic investments in the sports sector are yielding significant results, elevating Saudi Arabia's presence on both continental and global stages. These are not just future promises; they are tangible achievements making history in Saudi sports.
Recent highlights include Al-Ahli Club's triumph as AFC Champions League Elite’s champions and Al-Hilal Club's historic victory over European champions Manchester City in the 2025 Club World Cup—a match hailed as a pivotal moment in global football. These successes complement broader gains from PIF's investments, such as the resurgence of English club Newcastle United, which has returned to major tournaments after decades, showcasing the impact of Saudi Vision when effectively and sustainably managed.
A Comprehensive Vision with Tangible Outcomes
These successes extend beyond stadium victories, directly reflecting the Kingdom's institutional empowerment driven by the PIF. This comprehensive vision has transformed sports into an integrated economic and strategic tool, diversifying income sources, enhancing quality of life, creating job opportunities, and achieving sustainable returns. It also solidifies Saudi Arabia's position as a key player in shaping the future of global sports.
Bolstering the Kingdom's Position as a Leading Global Sports Destination
The PIF continues to implement its ambitious strategy, prioritizing the sports sector through pioneering initiatives and projects. These efforts aim to build a modern Saudi sports sector based on global best practices and capable of international competition. The fund's investments in Saudi clubs, digital sports, broadcasting platforms, and partnerships with international federations underscore its commitment to strengthening the Kingdom's status as a leading sports destination and a regional and global hub attracting championships, stars, and talent, while also exporting expertise and knowledge.
Fundamental Transformations and International Reach
Recent years have seen fundamental transformations led by the fund, notably the Sports Clubs Investment and Privatization Project launched in June 2023. This initiative, in cooperation with the Ministry of Sport, saw four of Saudi Arabia's largest clubs—Al-Hilal, Al-Nassr, Al-Ittihad, and Al-Ahli—transform into companies. The state, through the PIF, now holds a 75% stake in these clubs, with non-profit organizations owning the remaining 25%. This transformation allows clubs to leverage PIF's investment and management expertise, implement optimal operational models, enhance performance continuity, create unique fan experiences, and boost community engagement.
PIF's investments have also expanded internationally. Its majority stake acquisition in English club Newcastle United has revitalized the club, culminating in its first English League Cup victory in 70 years. The fund is also a major shareholder in LIV Golf, demonstrating its diverse sports investment portfolio across football, golf, and other disciplines.
Institutional Empowerment and Strategic Expansion
As part of its accelerated institutional empowerment, the PIF announced the establishment of SURJ Sports Investment in August 2023, a company that aims to bolster the growth of the sports sector in Saudi Arabia and the MENA region. Since its inception, SURJ has formed notable partnerships, including a minority stake acquisition in the American Professional Fighters League (PFL) and a partnership with DAZN, a leading global sports and entertainment broadcasting platform, enhancing broadcast content and expanding audience reach worldwide.
The fund's strategy has also extended into digital sports. In January 2022, it launched Savvy Games Group, a wholly-owned PIF subsidiary dedicated to developing the gaming and e-sports industry. Savvy aspires to become the world's largest gaming company and a leading global investor in the sector, expanding its presence in global centers and positioning Riyadh as a premier international hub for e-sports. Savvy's numerous partnerships and acquisitions have strengthened its capabilities, opened new avenues for digital sector growth, and enabled the Kingdom to host international events like the FIFAe World Cup Finals in December 2024.
Partnerships and Global Impact
Embodying an integrated vision of inclusivity, sustainability, innovation, and youth empowerment, the PIF signed a significant partnership in 2024 with both the Association of Tennis Professionals (ATP) and the Women's Tennis Association (WTA), becoming the official naming partner for the world's best male and female players. This collaboration aims to support the future of tennis and expand investment in players, projects, and talent.
The fund also entered a strategic partnership with the Confederation of North, Central America and Caribbean Association Football (CONCACAF) to promote football in the region and expand youth programs. This reflects Saudi Arabia's commitment to global football growth and increasing participation opportunities.
The recent addition of the PIF as an official partner of the FIFA Club World Cup 2025 marks a significant milestone, reflecting a shared vision with FIFA to strengthen the global sports sector, foster innovation, create opportunities for youth, and inspire new generations. This step further underscores the Kingdom's growing role in global football and its readiness to host an exceptional FIFA World Cup in 2034.
Sports Investment: A Pillar of Vision 2030
Overall, the Public Investment Fund's sports investment strategy is a fundamental pillar in achieving the goals of Saudi Vision 2030. This includes increasing the sports sector's contribution to the gross domestic product and solidifying its position as a sustainable economic sector. From transforming clubs into companies to establishing specialized sports companies in broadcasting, technology, and gaming, the PIF's investments highlight its commitment to sports not merely as entertainment, but as an influential sector in economic and human development, positioning the Kingdom as a global leader in sports.
