Saudi’s PIF explains impact intention in new campaign

Saudi Arabia’s Public Investment Fund (PIF) has launched an educational content campaign to explain the relationship between its chosen sponsorships and its impact initiatives.

In January, the sovereign wealth fund became a major sponsor of three major electric motorsport championships, including the FIA Formula E World Championship, as part of its mission to support the exploration of new sustainable technologies.

The latest content campaign, distributed on social media platforms, uses a news analysis approach to video and includes excepts from speakers at the Change Accelerated Live conference on topics such as technological innovation and sustainable mobility.

Alanoud Althonayan, head of sponsorships and events at the Public Investment Fund, said the fund’s “Electric 360” partnership was developed to mirror four of the organisation’s operational priorities: inclusivity, sustainability, youth and technology.

She said: “What made Electric 360 an interesting opportunity for us is that it completely aligns with the four pillars, allows us to drive the transformation and create impactful initiatives within each.

“The industry of electric mobility and electric racing is considered relatively new and we want to grow this industry. To do so, we need to provide opportunities for the younger generation. We’re working on developing STEM programmes that would… allow them to get opportunities to access the sport, build a career and become part of the ecosystem.”

The Change Accelerated Live summit is a conference style event that was delivered on the fringe on the last weekend of season 10 of the championship and featured experts from the PIF, McKinsey and COP 28.

More information on the campaign approach is available here.