The Asian Football Confederation (AFC) governing body has extended its commercial tie-up with the planned Saudi Arabian megacity Neom until 2029.
Following an initial four-year deal unveiled in March 2021, the two parties have extended in another multi-year tie-up.
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This renewal will see Neom continue as an official global partner of the AFC’s club and national team competitions.
In addition, the Saudi project will become a presenting partner for the newly launched Elite Final Stage of the AFC Champions League in 2024-25, as well as for the inaugural AFC Women’s Champions League season, with the 12-team competition set to begin in late August.
The extension comes with Saudi Arabia set to host the AFC Asian Cup (for the first time) in 2027, and the under-23 Asian Cup the prior year.
The deal has been struck by the AFC’s new rights-holding agency, Asia Football Group, which was launched last September.
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By GlobalDataOther sponsors during the 2021-24 AFC sponsorship cycle have included Japanese financial services firm Credit Saison, Qatar Airways, and online trading platform Pepperstone.
Neom is being built in Tabuk Province in the north-west of Saudi Arabia (with some small sections expected to be ready by 2030) and is intended to be a major technology and sports hub.
Elsewhere across sport, it is a partner of Formula E and Extreme E motor racing team McLaren, and of the Rajasthan Royals of Indian cricket’s IPL.
