PIF taps Savvy Games for FIFA World Cup 2026

Savvy Games Group, the Saudi-backed gaming and esports company, was named an official tournament supporter for the FIFA World Cup 2026 in a joint announcement by FIFA and the Public Investment Fund (PIF). The company will join other PIF portfolio firms, including the Qiddiya City project, to deliver fan activities and audience engagement during the tournament.

FIFA and PIF stated Savvy Games Group’s role will extend beyond esports into broader sports entertainment, creating new ways for fans worldwide to take part in the event. The collaboration will involve several PIF companies and include training and knowledge-sharing programs aimed at Saudi youth and efforts to help football grow.

Mohamed AlSayyad, head of corporate brand at PIF, described the agreement as building on the fund’s previous work with FIFA at last year’s Club World Cup and with Concacaf. He added that PIF aims to expand access to the game and create opportunities for players, fans and the wider football ecosystem.

Romy Gai, FIFA’s chief business officer, welcomed PIF as a tournament supporter, saying, “We are delighted to have PIF as a Tournament Supporter of this year’s game-changing FIFA World Cup. Together, we look forward to delivering a historic tournament that inspires and unites fans from around the world.”

The announcement follows a wider push by Saudi authorities to increase investment in gaming and esports as part of a plan to grow the entertainment sector and build sporting credentials ahead of a potential bid to host the 2034 World Cup. Savvy Games Group has been among the largest investors in gaming and competitive gaming connected to those national plans.

Separately, FIFA extended an agreement to host the FIFAe Finals in Saudi Arabia for 2025 and 2026 through a partnership with the Saudi Esports Federation. FIFA reported that last year’s FIFAe events included more than 90 Member Associations across three official titles, up from 84 nations in 2022. PIF identified Qiddiya City as the Saudi entertainment, sports and culture project that will also take part in tournament activities.