Saudis Make North American Soccer Inroads With Concacaf Deal

The Public Investment Fund of Saudi Arabia and Concacaf, the federation for North and Central American and Caribbean soccer, on Thursday announced a “multi-year partnership.”

The sponsorship deal marks the PIF’s first North American investment in soccer, though the country’s oil group Aramco already had a sponsorship deal with Concacaf. The Saudi government-backed fund has made extensive moves into sports in recent years, including launching LIV Golf, partnering with both the ATP and WTA, and buying Newcastle United.

The PIF and its new airline Riyadh Air will be promoted at Concacaf events, according to Sports Business Journal.

The two entities distributed a joint press release announcing the deal, in which they said the PIF will support Concacaf’s men’s, women’s, youth, and club competitions. The announcement several times referenced the major upcoming soccer tournaments, most notably the 2026 World Cup hosted by the U.S., Canada, and Mexico. The release said the deal will help Concacaf increase its number of official youth championships, which aligns with the PIF’s “key pillars of its sponsorship platform.”

“We are very pleased to announce this new strategic partnership which will support the confederation in developing all levels of football across our region,” the president of Concacaf Victor Montagliani, also a vice president of FIFA, said in a statement.

“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,” PIF’s head of corporate brand Mohamed AlSayyad said in a statement.

Representatives for the PIF and Concacaf did not immediately respond to requests for comment.

The press release says the partnership will “strengthen the growth and development of existing Concacaf initiatives” and highlighted the federation’s “Bigger Game” project. Some of the program’s key pillars and areas of focus listed on its website include “expanding women’s football,” “shifting stereotypes and cultural norms,” and “diversity & inclusion.” The Saudi government has long been criticized for its actions toward women and minorities.