Image courtesy: PIF
The Public Investment Fund (PIF) has once again been named the world’s most valuable sovereign wealth fund (SWF) brand, according to the latest rankings by Brand Finance, a leading independent brand valuation consultancy.
In its 2025 edition of The Asset Management and Sovereign Wealth Fund 50, released on July 28, Brand Finance valued PIF’s brand at $1.2bn, an 11 per cent increase from 2024. This marks the second consecutive year PIF has claimed the top spot globally, a PIF report said.
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With an A+ brand strength rating and a brand strength index score of 62.9 out of 100, up from the previous year, PIF continues to outperform global peers in both reputation and performance. Its brand strength surpasses the average for SWFs worldwide, reinforcing its leadership in the sector.
Sports partnerships fuel visibility
PIF was the only SWF to appear in the top 10 rankings for brand value to assets under management (AuM) ratio, placing seventh among all asset management and SWF brands. The fund’s AuM has seen strong growth, attributed to robust returns from key portfolio companies and long-term investments nearing maturity.
Brand Finance highlighted PIF’s expanding portfolio of high-profile sports sponsorships, including partnerships with ATP and WTA tennis, Formula E, Extreme E, and ownership of LIV Golf, as key drivers of its brand value. These initiatives fall under the fund’s E360 sports investment platform.
“Formula 1 and football are powerful ways for sovereign wealth funds to elevate their global profile,” said David Haigh, chairman and CEO of Brand Finance. “PIF’s investments continue to enhance awareness and strengthen its international reputation.”
