August 16 – Saudi Arabia’s Public Investment Fund (PIF), owner of Premier League Newcastle United and four of the leading clubs in the Saudi Pro League, has agreed a multi-year sponsorship with Concacaf.
No value was given for the partnership that will support both Concacaf’s major tournaments and the confederation “in its efforts to increase the number of official youth championships it delivers in the coming years.”
Front and centre of the increase in youth competitions is the U17 championships which now have to take place yearly in order to qualify nations for FIFA’s now annual U17 World Cup.
The deal is the confederation’s second Saudi Arabian sponsorship having agreed a deal with with global energy and chemicals company Aramco in March. Aramco is designated the ‘Official Energy Partner’ for all of Concacaf’s national team and club competitions.
As part of the agreement Riyadh Air will take over as the confederation’s airline sponsor, taking over from Qatar Airways.
Concacaf said PIF, as well as supporting its major competitions will go deeper within the confederation’s member nations to support youth and grassroots programmes.
Development initiatives will be a strong emphasis of the PIF partnership and in particular those that encourage inclusivity and youth – two of the pillars of PIF’s sponsorship strategy.
This will include supporting existing initiatives including Concacaf’s ‘Bigger Game’, which leverages football to deliver sport and education programmes.
That programme aims to activate initiatives in local communities across Concacaf’s 41-member federations, building community partnerships, improving social awareness across multiple issues and ‘amplifying’ the voices of participants.
Qatar’s Generation Amazing programme has long supported a number of Concacaf’s initiatives. The PIF sponsorship will increase the bandwidth of that CSR activity.
With the first 48-team World Cup being hosted in the region in 2026, and Saudi Arabia expected to be rubber stamped as the 2034 World Cup hosts later this year, it is a smart political move for PIF in an increasingly influential region that has rapidly become a the focus of global football attention which will increase over the next two years.
Victor Montagliani, Concacaf president said: “This is a pivotal time for PIF to connect with football in Concacaf. Interest in the sport is growing rapidly in our confederation and will reach new heights as major Concacaf competitions take place over the next two years, and we get closer to the biggest-ever FIFA World Cup taking place in our region in 2026.”
PIF is the Saudi investment engine tasked with leading the country’s economic transformation as it delivers its Vision 2030 strategy. PIF invests in projects, companies and partners to diversify the Saudi economy to stimulate growth and create new opportunities for investment and employment. Football has become the most visible part of that strategy though PIF also has made major investments in other sports including golf and tennis.
Mohammed AlSayyad, head of corporate brand at PIF, said: “We are delighted to partner with Concacaf as the confederation enters an exciting period. Together, we will advance a series of initiatives to create a positive and lasting impact across all Concacaf competitions. As PIF expands its portfolio of inspiring sponsorships, our commitment to investing in sport remains constant.”
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