Saudi Arabia's PIF, Abu Dhabi's ADIA top 2025 SWF brand rankings
In a separate Brand Finance ranking of the strongest sovereign wealth fund brands, the Abu Dhabi Investment Authority (ADIA) took the top spot, scoring 64.1 out of 100, while Saudi Arabia's PIF ranked second. The ADIA was also ranked the fourth-most valuable SWF globally.
Meanwhile, the Kuwait Investment Authority placed sixth in each of these rankings, as the 6th most valuable and the 6th strongest sovereign wealth fund brand.
The Asset Management and Sovereign Wealth Fund 50 2025 is the second iteration of the Brand Finance annual ranking of the world's strongest and most valuable AM and SWF brands. The collective value of the 50 ranked brands has grown 5 per cent year on year, totaling nearly $73.9bn in 2025.
PIF has the single most valuable brand name among the world's SWFs; valued at $1.2bn, up 11 per cent from 2024. It also ranked seventh for brand value to AUM ratio among all AM and SWF brands combined, the only SWF to feature in the top 10.
PIF's assets under management have grown rapidly due to robust portfolio performance, driven by a range of key portfolio companies and long-term projects that are beginning to mature.
PIF's value is largely driven by high scores for the brand's awareness, purpose and commitment to positive growth.
Commenting on the rankings, David Haigh, Chairman and CEO, Brand Finance, said, 'Brand Finance research finds that high-profile investments with a positive impact continue to build the brand values of asset managers and sovereign wealth funds. This is evident in the impact of successful sports partnerships, which deliver an observable uplift in awareness and familiarity among B2B and informed audience.
Haigh added, '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. For instance, JP Morgan's banking division Chase just became the first sponsor of Arsenal FC's VIP Lounge. 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.'
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