PIF make major investment as Newcastle United eye fan experience improvement

Newcastle United majority owners, Saudi Arabia’s Private Investment Fund, have invested a massive $8bn in growing their stakes in gaming companies over the past 18 months.

PIF’s aim is to become a ruling force in the entertainment industry, running their own Savvy Games Group. According to the Financial Times, it also holds significant stakes in China’s VSPO, Sweden’s Embracer Group. Savvy Games also acquired US company Scopely.

Last month it was reported the fund increased its stake in Electronic Arts (EA) by 55%- now owning 24.81 million shares. It is also the largest outside investor in Nintendo with a 8.3% stake.

After launching Savvy in 2022, it was revealed PIF’s aim was to transform Saudi Arabia into “the ultimate global hub for the games and esports sector” within seven years- investing $38bn into the project.

Last year it was announced gaming company VOV- who are a subsidiary of Savvy Games- entered into a ‘strategic collaboration’ with Newcastle United in order to help the club grow its digital and e-sports presence.

Peter Silverstone, Newcastle’s chief commercial officer, said at the time: “Working with VOV will allow us to engage with Newcastle United fans via the popularity of e-sports and gaming in Saudi Arabia.

“Our collaboration with VOV will provide an exciting platforms for our fans to engage with. VOV will also lend their knowledge and expertise to the club in Saudi Arabia where we continue to expand the club’s fan base as one of the country’s most supported Premier League football clubs.

“Saudi Arabia has a young, digitally engaged population and our collaboration with VOV will enhance our efforts to reach this important audience.”

While it’s unclear whether this collaboration has been successful, it suggests other subsidiaries of the soon-to-be PIF gaming empire could partner with or sponsor the club in the future.

While new front-of-shirt sponsor Sela isn’t owned by the investment fund, Noon - Newcastle’s sleeve sponsor - partly is.

And with United, and director Amanda Staveley, on the hunt to grow the club commercially it wouldn’t be surprising if we saw more deals being made with PIF-owned gaming companies in the future. Perhaps with time, bigger and more lucrative names like EA and Nintendo.