PIF launches brand revamp and new partnership with Formula E


Saudi’s investment arm, Public Investment Fund (PIF) has announced the launch of a brand refresh, along with a new multi-year partnership, Electric 360, with Formula E, Extreme E and E1.

The new refresh aims to showcase PIF’s heritage and essence. It also aims to highlight PIF’s commitment to progress and growth in “driving transformation at a historical scale”.

The new identity will be used at all PIF partnership events including the Electric 360 events throughout 2024.

The PIF has partnered with Electric 360  has been created to support the growth of electric motor sports and their role in advancing the future of electric mobility.

The Electric 360 collaboration is in line with PIF’s broader sponsorship goals. These goals focus on bringing to life the brand’s ambition with a focus on four pillars: inclusivity, sustainability, youth, and technology.

The partnership will also promote educational opportunities related to electric motor sports, as well as community, environment and social programmes.

As part of the sponsorship, PIF will conduct PIF Electric 360 thought leadership events, STEM initiatives and community apprenticeship programmes.

Alejandro Agag, Founder and Chairman of Formula E, Extreme E and E1 said: “This one-of-a-kind partnership with PIF is a huge milestone for us in our journey to pioneer the most cutting-edge sustainable transport technology.”

Mohamed AlSayyad, Head of Corporate Brand at PIF, said: “At PIF, we believe in the power of partnerships, investing in innovative collaborations as part of our focus on ‘Investing in Better.’”