The Asian Football Confederation (AFC) has brought in another commercial partner for its flagship men's 2027 Asian Cup national teams competition.
A deal between the AFC and Saudi fast food restaurant chain Albaik was unveiled yesterday, entailing that Saudi brand becoming a global supporter of the 24-team tournament – which will be held in the Kingdom between January 7 and February 5.
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The agreement was brokered by Asia Football Group (AFG), the AFC’s exclusive commercial agency for the 2023-28 cycle.
AFG has held rights since September 2023 after the AFC terminated a contract with Football Marketing Asia (FMA), with AFG taking over all the soccer body's commercial and media rights.
This tie-up follows on from Saudi-based Alrajhi Bank being announced as an official regional partner of the tournament earlier this month.
In May, meanwhile, the AFC added Saudi state-owned oil giant Aramco as an Asian Cup sponsor. Aramco will also serve as a global supporter of the tournament, in addition to gaining venue naming rights to Al Khobar Stadium for the duration of the event.
Datuk Seri Windsor John, general secretary of the AFC, has said: "The AFC is delighted to welcome Albaik into our growing family of commercial partners for the AFC Asian Cup Saudi Arabia 2027. This partnership underscores the immense appeal of Asia’s crown jewel tournament and our shared commitment to creating an unforgettable experience for millions of passionate football fans across the globe.”
In terms of the AFC's most recent activity, earlier this week, the governing body renewed its long-running media rights agreement with Malaysian pay-TV broadcaster Astro.
This renewed agreement will run through the 2028-29 campaign, with Astro retaining the rights to the AFC’s portfolio of men’s and women’s club and national team competitions.
