Addressing critical needs: PIF’s sponsorship leader Alanoud Althonayan on the rationale driving its major sports partnerships

Alanoud Althonayan, Director and Head of Events and Sponsorship at Saudi Arabia’s Public Investment Fund, joins the podcast to explain PIF’s sponsorship strategy and dig into its current key partnerships.

In the first episode of a new series exploring PIF’s growing sponsorship portfolio, Alnothayan sits down with David Cushnan in Riyadh for an extended conversation, outlining what PIF looks for in partners, and the ways it is striving to help solve societal and sporting challenges across its portfolio.

She explains the rationale behind the new PIF WTA Maternity Fund programme, which provides WTA players up to 12 month of paid leave; how the AI powered PIF TennisIQ platform is revolutionising and democratising data for players and coaches on the ATP Tour; how the Electric 360 initiative co-developed with Formula E, Extreme E and E1 is supporting the growth of electric transportation; how the appeal of golf is being unlocked for locals through work with Golf Saudi; and how partnerships in football, notably with CONCACAF, are giving PIF a platform in the world’s most popular sport.

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