Saudi Arabia’s Public Investment Fund (PIF) has been ranked the world’s most valuable sovereign wealth fund brand.
Brand Finance surveyed the brand value of sovereign wealth funds (SWFs) and asset managers for the first time. It ranked BlackRock as the world’s most valuable asset management brand.
The PIF’s top ranking was driven by its investment strategy, trust in its name, brand awareness and for being a catalyst for advancement.
PIF has the single most valuable brand name among the world’s SWFs and is valued at $1.1 billion. Its value is largely driven by high scores for the brand’s awareness, purpose and commitment to positive growth.
Abu Dhabi Investment Authority ranked first among SWF brands for brand strength.
BlackRock
BlackRock has a brand value of just over $7 billion, according to new data from Brand Finance.
Its high place in the rankings is underpinned by its forward-thinking approach in technology and sustainability, which attracts clients and drives market evolution.
JP Morgan Asset Management was ranked the strongest asset management brand in the inaugural survey.
Rebrand
Earlier this year, the PIF underwent a rebrand to help its expansion in the sporting arena.
The brand revamp ‘captures PIF’s heritage’ and ‘embodies its commitment to progress and growth in driving transformation at a historical scale’ it said at the time.
It has made some significant investments in recent years including Newcastle United FC and major football clubs in the Saudi Pro League.
Alongside football, the PIF has invested heavily in golf initially through LIV golf and then the PGA Tour, as the two plan to merge. On the tennis front, the PIF invested in the ATP men’s tennis tour in February.
Earlier this year, it unveiled a multi-year partnership, Electric 360, with Formula E, Extreme E and E1 to support the growth of electric motor sports.
To support these major sports investments, the PIF set up a dedicated sports investment company called SRJ Sports Investments, to help accelerate the growth of the sector in Saudi Arabia and MENA.
The PIF is also very active within Saudi’s giga-projects with NEOM, Diriyah Company and Red Sea Global within its property portfolio.
“PIF has garnered significant media coverage and brand awareness through the purchase of Newcastle United in the UK and the formation of professional men’s golf tour LIV.
“Ambitious giga-projects such as “The Line”, a futuristic 110-mile-long smart city, have also captured the public imagination,” stated the Brand Finance report.
