Asian soccer’s Asian Football Confederation (AFC) has renewed its partnership with Barbican, the non-alcoholic malt drinks brand.
The extension will see Barbican continue as the official global supporter of AFC club competitions for the ongoing 2025-26 season.
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Under the partnership, the brand will retain its sponsorship across all AFC club competitions, including the AFC Champions League Elite, the AFC Champions League Two, and the AFC Women’s Champions League.
The AFC first partnered with Barbican in March 2025.
Owned by Saudi Arabian conglomerate Aujan Group, Barbican is popular across the Middle East, and the tie-up will continue to be focused on that region, where the brand primarily operates.
This will include brand visibility at fixtures in the region conducted in the club competitions, as well as co-branded content and activations across the key markets.
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By GlobalDataThe deal was brokered by Asia Football Group (AFG), the AFC’s exclusive commercial agency for the 2023-28 cycle.
The AFC announced its partnership with AFG in September 2023, days after terminating its contract with Football Marketing Asia (FMA), with AFG taking over the AFC’s commercial and media rights for the remaining years of FMA’s initial eight-year contract.
Meanwhile, the AFC has named skincare brand Aveeno as the official regional partner in Australia for the 2026 Women’s Asian Cup taking place in the country.
That agreement was also brokered by AFG.
Next year’s Women’s Asian Cup is scheduled to take place from March 1 to 21.
