Paula Badosa becomes ambassador for Saudi Public Investment Fund
NewsThursday, 02 October 2025 at 11:51
Saudi Arabia's increased involvement in tennis shows no sign of slowing after Paula Badosa's announcement as an ambassador for the country's Public Investment Fund (PIF).
After its very controversial moves in golf, which sharply divided golfers and fans, the Saudi regime has, for now at least, taken a different and more cooperative approach to its involvement in tennis.
The WTA and ATP Tours have happily accepted PIF funding, and further cooperation in the future is inevitable. PIF's name is in the ATP rankings, ensuring the sovereign wealth fund gets much publicity.
Although Saudi Arabia does not host an ATP event, the Six Kings Slam in Riyadh attracts the best players despite being an exhibition. Its second iteration later this month will feature Carlos Alcaraz, Jannik Sinner, Novak Djokovic, Alexander Zverev, Taylor Fritz, and Stefanos Tsitsipas.
PIF's involvement on the WTA Tour is even more extensive. Riyadh began hosting the WTA Finals last year, which Coco Gauff won, and that will remain the case for at least the 2025 and 2026 iterations.
In addition, PIF received positive attention after providing the money for the WTA maternity fund program, which guarantees all players up to 12 months of paid maternity leave when they step away from tennis after having a baby.
Saudi Arabia also increases its global reach by having tennis ambassadors. The most notable is Rafael Nadal, who became an ambassador for the Saudi Tennis Federation in early 2024.
Badosa has now taken a similar role to her legendary compatriot after being revealed as a tennis ambassador for PIF. In a video released with the announcement, the Spaniard described how much tennis means to her.
"My name is Paula Badosa, I'm a tennis player. When I look back at my career, I think tennis gave me everything. It made me the person I am today. It gave me the consistency, the determination. Being named the 2024 WTA Comeback Player of the Year meant the world for me."
Despite how much tennis has helped her personally, Badosa says that assisting the next generation of players is most important to her, and she hopes to do that more after becoming a PIF tennis ambassador.
"For me, the most important thing is to inspire the next generation, to know the little kid that's struggling, that he can make it, that he can overcome, to never stop believing. What made me want to partner with PIF from the beginning is sharing the same values and the same beliefs."
"PIF is advancing tennis, empowering the next generation, and creating opportunities for all, giving fans and players the power to shape the future of the game. Because that's what this partnership is all about. It's the PIF effect."
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After a very challenging few years with multiple setbacks because of her troublesome back, including withdrawing from her 2025 China Open match against Karolina Muchova, having a chance to help the next generation might feel extra special.
However, cynics will say that all ambassadors involved with the Saudi regime are paid a massive amount of money, and that is the true motivation behind Badosa partnering with PIF.
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