Growing the global game
PIF is accelerating the growth of football through its strategic partnerships with the Confederation of North, Central America and Caribbean Association Football (Concacaf) and FIFA.
Concacaf
PIF’s global partnership with Concacaf is rooted in a shared vision to transform football into a platform for opportunity, inclusion and social development across North America, Central America and the Caribbean.To inspire excellence and cultivate inclusivity within football across North America, Central America and the Caribbean.
- As a partner to Concacaf, PIF is focused on its mission to create competitive structures that support women’s national teams and increase visibility for female players.
- Through its focus on inclusivity and youth, PIF will work in tandem with Concacaf to provide equal opportunities for youth and female players through initiatives like Concacaf’s Bigger Game program.
- PIF is also committed to supporting the continued growth of the women's game, inspiring young girls from across the region to participate in football by launching new competitions and tournaments, and empowering women footballers as they transition from the field to their post-playing careers by presenting the Concacaf Next Game Plan program.
Partnering to shape football’s future
Consistent with PIF’s focus on inclusivity and youth as key pillars of its sponsorship platform, PIF’s partnership with Concacaf will also support the continental governing body in efforts to increase the number of official youth championships delivered in the coming years.
FIFA World Cup 2026™
Football plays a crucial role in the ongoing transformation of Saudi Arabia, and being the host of the FIFA World Cup 2034™ reinforces the country’s ambition to grow the game globally, create new opportunities for all, and extend its benefits in Saudi Arabia and every part of the world for generations to come.
The PIF partnership with FIFA aims to foster FIFA knowledge transfer and capacity-building for Saudi youth in order to further elevate and actively shape the long-term future of the sport.
This is in line with PIF’s ongoing commitment to the sports sector, which lies within the tourism, leisure, and entertainment ecosystem in PIF’s 2026-2030 strategy.
FIFA Club World Cup 2025
PIF served as an official partner of the inaugural 32-club FIFA Club World Cup 2025™. The collaboration reflected FIFA and PIF’s shared vision to enable greater participation in sports by unlocking new opportunities, fostering innovation and engaging fans around the world. Through this collaboration, PIF helped elevate grassroots initiatives and inspire the next generation of football fans and players globally. With a focus on youth, the partnership provided opportunities for young people, the next generation and supported FIFA in its efforts to engage and inspire at a grassroots level.
The FIFA Club World Cup 2025™ drew almost 2.5 million live spectators across 63 matches in 12 U.S. venues, including a thrilling final at MetLife Stadium attended by over 81,000 passionate supporters. The tournament’s media rights partner – DAZN – logged more than 12 billion minutes of watch time by fans across tens of millions of unique devices—an unprecedented worldwide digital footprint for a club football tournament.
This sponsorship also complements SURJ Sports Investment’s ownership of a minority stake in DAZN, a global leader in sports entertainment and a rights holder of the 2025 FIFA Club World Cup. SURJ is a leading sports investment company and a PIF portfolio company.
