PIF’s brand value of $1.2 billion rose from $1.1 billion in 2024; PIF also holds an A+ brand strength rating.
PIF has been ranked first worldwide as the most valuable sovereign wealth fund (SWF) brand by Brand Finance, the world’s leading independent brand valuation consultancy, for the second year in a row.
Brand Finance today published its second annual findings in The Asset Management and Sovereign Wealth Fund 50 2025.
With a brand value of $1.2 billion, PIF is the fastest-growing SWF in those terms, up 11% from 2024.
PIF’s A+ brand strength rating surpasses the average of competing SWF brands, reinforcing PIF’s leading position globally.
PIF also ranked 7th for brand value to assets under management (AuM) ratio among all asset management and SWF brands combined. It was the only SWF to feature in the Top 10. PIF’s AuM has grown rapidly due to robust portfolio performance driven by a range of key portfolio companies and long-term projects that are beginning to mature.
London-based Brand Finance specifically cited PIF’s sports partnerships with ATP and WTA tennis, Concacaf and Formula E, Extreme E and E1 under the E360 umbrella, in addition to its ownership of LIV Golf.
“Brand Finance research finds that high-profile investments with a positive impact continue to build the brand values of asset managers and sovereign wealth funds. This is evident in the impact of successful sports partnerships, which deliver an observable uplift in awareness and familiarity among B2B and informed audience,” David Haigh, Chairman and CEO, said. “Formula 1 and football are powerful and popular ways for asset managers and sovereign wealth funds to raise their international profiles in a way that is consistent with the brands’ wealth and stature.”
PIF’s value is largely driven by high scores for the brand’s awareness, purpose and commitment to positive growth.
PIF’s brand strength index is 62.9 out of 100, an increase from 2024.
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