PIF, Aramco, Riyadh Air, Visit Saudi are among Gold Cup sponsors

The current edition of the CONCACAF Gold Cup 2025 is sponsored by four prominent Saudi entities: the Public Investment Fund (PIF), Aramco, Riyadh Air, and Visit Saudi. This is in addition to two international companies: Molten as the official ball supplier and Macron for sportswear, in addition to a number of other international sponsors.

This prominent Saudi presence is an extension of a series of expanded sponsorships that highlight the Kingdom’s growing involvement in supporting global sporting events. Reports indicate that the Public Investment Fund has a portfolio of more than 346 global sports sponsorship deals in 2024, including clubs and tournaments in football, golf, tennis, eSports, and more. The Public Investment Fund (PIF) is a major partner in several major sporting entities. FIFA announced its joining as an “Official Partner” of the 2025 FIFA Club World Cup, scheduled to take place in the United States from June 14 to July 13, 2025, in the first expanded edition of the tournament. The fund also owns English club Newcastle United and is behind LIV Golf, which merged with the PGA Tour and DP World Tour, in addition to sponsoring the WTA Finals, scheduled to be held in Riyadh. Aramco, for its part, has an official sponsorship contract with FIFA until 2027, worth approximately $400 million, or about $100 million annually. This includes sponsorship rights for several tournaments, including the 2026 FIFA World Cup™ and the 2027 FIFA Women’s World Cup. It also sponsors international sporting events such as Formula 1, golf, and eSports. As for Riyadh Air, in 2024, it announced its partnership with the Spanish club Atlético Madrid, becoming an official sponsor for €50 million. It also bears the name of the Spanish club’s stadium until 2033, in addition to its partnerships with a number of sporting events in Europe and North America, strengthening the brand’s global presence.

“Spirit of Saudi Arabia” actively supports major events as a tool to promote sports tourism through regional and international partnerships, such as the Club World Cup, Formula E, and, most recently, the Gold Cup.

These sponsorships reflect the Kingdom’s drive to achieve a dual impact: on the one hand, strengthening the Kingdom’s position on the international sports scene, and on the other, generating direct economic and marketing returns, especially with the growing value of the global sports market, estimated at approximately $800 billion. The Gold Cup is also among the platforms that have attracted Saudi sponsorship. Held in the United States, it attracts a large audience in the CONCACAF region and generates revenues exceeding $100 million annually for CONCACAF in the years it is held, making it an attractive destination for international sponsors. The current edition of the tournament is the first in which the Saudi national team participates as a special guest, a move aimed at enhancing its international experience and expanding Saudi Arabia’s presence in continental tournaments.