PIF Scores Top Brand Rating
Posted on 06/05/2024
At the Sovereign Wealth Fund Institute (SWFI) Global Wealth Conference 2024, held in London, President of SWFI Michael Maduell spoke with Brand Finance founder and CEO David Haigh about the fund with the greatest visibility and strongest brand.
Saudi Arabia’s Public Investment Fund (PIF) was the winner. The assets of the fund top US$ 940 billion. The brand value of PIF is estimated to be over US$ 1 billion. PIF ranked ahead of the original SWF giant, Norges Bank’s Government Pension Fund Global (GPFG). Assets of Norway’s sovereign assets equal US$ 1.4 trillion. Abu Dhabi Investment Authority (ADIA) and Qatar Investment Authority (QIA) were also highlighted for strength of brand.
PIF is known for making headlines, investing in sports as well as space and traditional business sectors. This broad reach, as well as naming rights for women’s tennis most recently, proves that PIF intends to grow its influence and brand image. It is also a fundamental partner in Saudi Arabia’s plans to revamp historic places through investment, and encourage tourism.
David Haigh said: “PIF, Abu Dhabi Investment Authority, and Qatar Investment Authority demonstrate impressive brand awareness with A+ brand strength, underscoring the importance of brand perceptions in this sector. With significant AUM and a long investment horizon, PIF and other SWFs are leaning into strategies based on patience and partnership, which we expect to continue to drive the brand perception of SWFs in the coming years.”
Brand Finance’s report on brand strength noted that PIF is gaining exposure through a route that reaches beyond the investor community: “PIF has garnered significant media coverage and brand awareness through the purchase of Newcastle United in the UK and the formation of the professional men’s golf tour LIV.” The Women’s Tennis Association deal, as reported by SWFI, would also be a relevant add on to this strategy.