Women’s rights activists? Faisal Bafrat, CEO of the Saudi Entertainment Authority, honors Aryna Sabalenka after an exhibition fight at the end of 2023. Image: REUTERS
With a lot of money and big plans, the desert state is tempting people to revolutionize professional tennis. The attempt to use petrodollars to overcome the old order is actually supposed to serve a good cause.
And suddenly there is this “PIF”. Until recently, nothing was heard or seen in the tennis world. But now the men’s world rankings are preceded by an abbreviation that refers to a new sponsor: “PIF ATP Ranking” is now the name. This has become common in sports, with soccer leagues, golf competitions and many other events named after a donor.
“PIF”, as can be read on all sorts of advertising boards currently in Indian Wells and soon at four other major tournaments, appears for the first time. Massimo Calvelli, general director of the ATP tennis players’ association, described the “multi-year strategic partnership” that brings millions of dollars to the men’s tour as a “significant moment for tennis.” PIF stands for the extremely rich public investment fund, Saudi Arabia’s sovereign wealth fund.
