The Asian Football Confederation (AFC) and NEOM, the futuristic urban development in Saudi Arabia, have announced a global partnership extension.
This renewed alliance has solidified their commitment to propelling Asian football to new heights and fostering a thriving sporting ecosystem.
The expanded partnership, from 2024 to 2029, is built on the successful foundation laid during the initial four-year collaboration. The innovation centre has retained its position as an official global partner for AFC national team and club competitions. Additionally, it will assume the role of presenting partner for two marquee events: the AFC Champions League Elite™ Final Stage for the 2024/25 season and the upcoming AFC Women’s Champions League™.
Commenting on the extension, Datuk Seri Windsor John, the AFC General Secretary, said, “Asian football is undoubtedly experiencing the dawn of an exciting new era, and we are delighted to extend our global partnership with NEOM.
“We thank NEOM for underlining their belief and confidence in the AFC’s world-class competitions, particularly as we look to herald a brand new chapter of growth and progress for the Asian game in the coming years.
“This partnership renewal further reinforces the appeal of the AFC’s competitions to engage with the hundreds of millions of passionate fans of Asian football and we look forward to creating more historic moments with NEOM to achieve mutually beneficial outcomes.”
Nadhmi Al-Nasr, CEO, NEOM, added, “NEOM’s partnership with the Asian Football Confederation provides us with a valuable platform to collaborate with a global football leader, creating opportunities and positively contributing to the development of sport across Asia. Sport is a key component of Saudi Vision 2030’s ambition to develop a healthy society with strong social bonds and the extension of our partnership with the AFC supports NEOM’s aspirations to become an innovative hub for sport and its goal to have one of the most physically active societies globally. We look forward to building on the success of our relationship with the AFC and continuing our joint efforts to drive the future of football.”
Patrick Murphy, CEO of AFG, stated, “We are delighted that NEOM has decided to renew their confidence in Asian football and continue their successful partnership with the AFC. This confidence demonstrates the rapid growth and appeal of Asian football, which continues to attract and retain the trust of esteemed partners globally.”
The extended partnership is expected to catalyze further growth in Asian football, focusing on empowering women’s football through the AFC Women’s Champions League. Both organizations are optimistic about the positive impact this collaboration will have on the sport and the broader community.
NEOM is a groundbreaking project by Saudi Arabia to create a futuristic city in its northwest region. Envisioned as a hub for innovation, sustainability, and technology, the futuristic city aims to attract global businesses and residents by offering cutting-edge infrastructure and a diverse living environment.
The Asian football governing body has also been actively expanding its commercial partnerships. Recent deals include collaborations with VISA, Visit Saudi, and Pepperstone. Additionally, the football governing body of Asia has secured exclusive digital rights with FanCode for the 2025-2028 cycle. These partnerships underscore the increasing popularity of Asian football and its appeal to global brands.
The Asian Football Confederation (AFC) is the governing body of association football, beach soccer, and futsal in Asia. With a mission to develop and promote football in the region, Asia’s football authority oversees various competitions and initiatives to nurture talent and expand the sport’s reach.