Saudi PIF named most valuable and fastest-growing sovereign wealth fund
According to Brand Finance's 2025 Asset Management and Sovereign Wealth Fund 50 report, PIF also secured seventh place globally in brand value-to-assets under management ratio, making it the only SWF to enter the top 10 across both asset management and SWF categories.
PIF's strong brand growth reflects its ranking as the fourth-largest sovereign wealth fund globally, as reported in Global SWF's July update.
With assets under management exceeding $1 trillion, the fund now ranks just behind Norway's Government Pension Fund Global and two Chinese entities — the State Administration of Foreign Exchange and the China Investment Corporation — surpassing regional peers such as the Abu Dhabi Investment Authority and the Kuwait Investment Authority.
The report from Brand Finance also highlighted the role of high-profile sports partnerships in elevating brand value.
'In 2024, PIF signed groundbreaking global partnerships accelerating the growth of sports with ATP and WTA tennis, Concacaf and Formula E, Extreme E and E1 under the E360 umbrella while its ownership of LIV Golf is helping to expand the game's audience around the world,' Brand Finance CEO David Haigh said.
PIF's brand growth was underpinned by strong scores in brand awareness, purpose, and its commitment to long-term value creation. It has seen substantial expansion in its portfolio, driven by the maturation of key projects and robust performance from its portfolio companies.
The Saudi wealth fund holds an A+ brand strength rating, with its Brand Strength Index rising to 62.9 out of 100 in 2025.
Additionally, PIF's ownership of LIV Golf continues to expand the game's global audience and bolster its brand visibility.
BlackRock retained its position as the world's most valuable asset management brand for the second consecutive year, with its brand value rising 17 percent to $8.3 billion, according to the Brand Finance report.
The increase is attributed to a surge in AUM, strategic acquisitions in private markets, and sustained leadership in technology and artificial intelligence.
In the asset management space, JP Morgan Asset Management ranked second globally with a brand value just under $7.2 billion, reflecting a 3 percent year-on-year increase.
Vanguard held third place with a brand value of $6 billion, unchanged from 2024. While BlackRock trails JP Morgan in terms of brand strength — scoring 87 out of 100 to JP Morgan's 87.6 — both firms retained an AAA brand strength rating.
Haigh noted the strategic importance of sports affiliations in brand development.
'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,' Haigh said.
He cited JP Morgan's banking unit Chase's recent sponsorship of Arsenal FC's VIP Lounge as an example of how these investments can significantly boost brand recognition among targeted audiences.
Among sovereign wealth funds, the Abu Dhabi Investment Authority was identified as the strongest brand in terms of BSI, with a score of 64.1, also earning an A+ rating.
PIF remains the leader in overall brand value within the SWF category, reflecting the fund's expanding global influence and strategic visibility.
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