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Sheffield United’s Ownership Shifts: COH Sports to Sell 70% Stake to Saudi Arabia’s PIF in Ambitious Strategic Move
August 17, 2025 – Sheffield, England
In a major shake-up for English football, Sheffield United’s current owner, COH Sports — a U.S.-based consortium led by investors Steven Rosen and Helmy Eltoukhy — has officially announced its plans to sell 70% of the club’s shares to Saudi Arabia’s Public Investment Fund (PIF). This development marks a significant change in direction for the South Yorkshire club, which has seen fluctuating fortunes in recent years.
Strategic Investment for Ambitious Goals
According to a joint statement released this morning, COH Sports will retain a minority stake, while PIF will assume majority control. The deal, which is reportedly in its final legal stages, aims to unlock significant capital for long-term investment in club infrastructure, player development, and global brand positioning.
What makes the announcement even more striking is that the consortium cited its desire to “position Sheffield Wednesday among Europe’s elite clubs” — a statement that has sparked confusion and speculation. Sheffield Wednesday, the city rival of Sheffield United, is not owned by COH Sports. It remains to be clarified whether this was a miscommunication or an indication of a broader regional football investment strategy involving both clubs.
About the Public Investment Fund (PIF)
The Public Investment Fund is the sovereign wealth fund of the Kingdom of Saudi Arabia and is one of the largest of its kind in the world. Established in 1971, the fund has amassed an estimated US$941 billion in assets. Over recent years, PIF has become increasingly involved in global sports, most notably through its high-profile acquisitions and sponsorships in golf, Formula 1, and football.
The acquisition of a majority stake in Sheffield United represents another bold step in PIF’s vision to enhance Saudi Arabia’s global sports footprint while investing in strategic long-term assets.
What This Means for Sheffield United
For Sheffield United supporters, this shift in ownership could herald a new era of ambition and competitiveness. While the Blades recently struggled to regain a solid foothold in the Premier League, PIF’s backing could lead to renewed investment in the club’s facilities, youth academy, and transfer budget.
However, the move also brings with it scrutiny and questions. Critics have already raised concerns about the ethical implications of sovereign wealth funds, particularly from authoritarian states, taking control of English clubs. Similar debates arose during PIF’s acquisition of Newcastle United in 2021.
COH Sports, which took control of Sheffield United with the aim of stabilizing the club financially, stated:
> “Our mission has always been to secure a sustainable future for Sheffield United. We believe that the involvement of PIF, with its vast resources and long-term commitment to football development, will elevate this club to the heights it truly deserves.”
Looking Ahead
While the Premier League is expected to review and approve the deal in accordance with its Owners’ and Directors’ Test, insiders suggest that the approval process could move swiftly, given PIF’s prior clearance in other Premier League transactions.
Supporters now await further updates regarding managerial appointments, player acquisitions, and clarity on the strategic vision for the club. What’s certain is that with nearly a billion-dollar fund now in control, Sheffield United’s story is entering a bold, unpredictable new chapter.
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