Barbican has strengthened its footprint in Asian football after being confirmed as the official global supporter of the Asian Football Confederation’s (AFC) club competitions for the 2025-26 season. The deal elevates the non-alcoholic malt beverage brand from its previous regional partner role to a global commercial backer across the AFC’s expanding club ecosystem.
The agreement spans all major AFC club tournaments in the upcoming cycle, including the AFC Champions League Elite 2025-26, the AFC Champions League Two 2025-26, and the AFC Women’s Champions League 2025-26. The upgrade reflects Barbican’s ambition to engage football audiences across Asia, moving beyond its traditional Middle Eastern strongholds.
The announcement comes as the AFC continues its commercial push to premiumise and restructure its club competitions. Working alongside Asia Football Group, its exclusive commercial agency for the 2023–2028 cycle, the confederation has been expanding global sponsorship value and introducing new tournament formats aimed at enhancing competitive and broadcast standards.
Datuk Seri Windsor John, the AFC General Secretary, said, “The AFC is delighted to extend our collaboration with Barbican, and this partnership renewal is a tribute to the pivotal role and impact of the strategic reforms introduced in enhancing the world-class standards and widespread appeal of the AFC’s club competitions.
“We are proud to continue this rewarding journey with Barbican and look forward to working closely with them to deliver more innovative and engaging content to further deepen our connection with our passionate fanbase in Asia and beyond.”
Kelly Rafferty, General Manager of Rani Refreshments, added, “We’re proud to continue our partnership with the AFC, now as a Global Supporter, a milestone that reflects Barbican’s growing presence and connection with football fans across Asia. This renewed collaboration builds on our shared passion for bringing people together through the spirit of the game, championing real refreshment for the moments that unite fans everywhere.”
AFG CEO Patrick Murphy continued, “We’re excited to continue working with Barbican as our Official Global Supporter for the 2025/26 season. Their innovative approach to connecting fans and supporting the game will help elevate the tournament experience this season.”
The partnership ensures Barbican’s prominent visibility across stadiums, LED boards, broadcast graphics, digital channels, and fan engagement platforms tied to all AFC club competitions. For the AFC, the deal reinforces the commercial development of its men’s and women’s club pathways while supporting efforts to reach broader international audiences and attract a diverse pool of partners.
The extension also highlights growing interest from non-traditional sponsors in Asian football. Barbican joins other global supporters such as Visa, AFC and TECNO, NEOM, and Midea, signaling a trend of consumer brands investing in the region’s rapidly developing club competitions.
On the sporting front, the 2025-26 AFC Champions League Elite will feature the continent’s top clubs, while the AFC Champions League Two provides competitive opportunities for emerging teams. The AFC Women’s Champions League continues to rise as Asia’s premier club tournament for women’s football.
