The Asian Football Confederation (AFC) has expanded the commercial portfolio of the AFC Asian Cup Saudi Arabia 2027 by naming Saudi Arabian quick-service restaurant chain ALBAIK as an official global supporter of the tournament.
The agreement brings one of the Kingdom’s most iconic consumer brands into the sponsorship programme for Asia’s flagship men’s national team competition, reinforcing the tournament’s growing commercial appeal ahead of its first-ever edition in Saudi Arabia. The AFC Asian Cup Saudi Arabia 2027 will be held from January 7 to February 5, featuring 24 national teams competing across eight venues in Riyadh, Jeddah and Al Khobar.
As an official global supporter, ALBAIK will benefit from a comprehensive package of commercial rights, including brand visibility across tournament venues, broadcast and digital platforms, as well as opportunities to engage with fans through a range of promotional activations. The partnership further strengthens the AFC’s roster of commercial partners while enhancing ALBAIK’s international profile through one of Asia’s most prestigious sporting events.
Datuk Seri Windsor John, the AFC General Secretary, said, “The AFC is delighted to welcome ALBAIK™ into our growing family of commercial partners for the AFC Asian Cup Saudi Arabia 2027™. ALBAIK™ represents the vibrant spirit of Saudi hospitality and entrepreneurship. 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.”
Patrick Murphy, Chief Executive Officer of Asia Football Group, added, “ALBAIK™ is a brand that resonates deeply with fans in Saudi Arabia and across the region. We’re delighted to welcome them to the AFC Asian Cup Saudi Arabia 2027™ family as we build towards a tournament that brings the Continent together.”
Founded in Jeddah in 1974, ALBAIK has grown into one of the Middle East’s most recognisable quick-service restaurant brands. Its latest sports marketing investment reflects the increasing role of leading domestic companies in supporting Saudi Arabia’s expanding portfolio of international sporting events.
The announcement also highlights the AFC’s continued success in attracting both regional and global partners as preparations gather pace for the continental showpiece. Alongside enhancing the tournament’s commercial ecosystem, the partnership underscores Saudi Arabia’s wider strategy of leveraging major sporting events to elevate homegrown brands onto the international stage while strengthening football’s commercial landscape across Asia.
