The Asian Football Confederation (AFC) and Visa, a global leader in digital payments, have significantly broadened their partnership.
This deepened alliance has solidified Visa’s role as an official global supporter for the next two seasons.
The expanded agreement encompasses a wider range of prestigious AFC competitions, promising enhanced fan engagement and further elevating the sport across Asia.
Building on the success of their previous collaborations, this renewed commitment underscores the dedication of both organizations to the growth of Asian football. The agreement now includes premier AFC club competitions such as the newly revamped AFC Champions League Elite, the AFC Women’s Champions League, and the AFC Champions League Two. Critically, the partnership also covers the AFC Asian Qualifiers – Road to 26, the crucial qualification pathway for the FIFA World Cup 2026, providing Visa with prominent visibility during this pivotal period.
Commenting on the occasion, AFC General Secretary Datuk Seri Windsor John said, “Building on the incredible success of the greatest-ever AFC Asian Cup™ in history, the AFC is delighted to expand our partnership with Visa and welcome them as an Official Global Supporter of our world-class competitions.
“The strategic reforms introduced to our competitions are already leaving a lasting impact on our teams and passionate fanbase, and we thank Visa for underlining their confidence in the future of Asian football.”
Tarek Abdalla, SVP, CMO for Central and Eastern Europe, Middle East and Africa – Visa, added, “We are excited to renew Visa’s partnership with the Asian Football Confederation. This partnership highlights our ongoing dedication to uniting people through the universal language of sports and seamlessly aligns with our brand positioning – uplifting everyone, everywhere. Visa is proud to be in the unique position of sponsoring both the AFC Asian Qualifiers™ and the FIFA World Cup 2026. This provides opportunities to engage with fans as they follow their national team through the qualifying matches and all the way to the finals of the FIFA World Cup in July 2026. We look forward to creating memorable experiences for fans, local communities and teams alike at upcoming AFC events.”
Patrick Murphy, CEO of AFG continued, “Visa has been an outstanding partner of the AFC, and it is our pleasure to be expanding our partnership with them in the new season. Working together with the AFC, Visa has established a unique activation programme that brings their cardholders closer to the action than ever, and we’re looking forward to working with them towards achieving more success and further engaging fans across Asia.”
This partnership transcends traditional branding and sponsorship, focusing on crafting unforgettable fan experiences. Key initiatives include the “Visa Coin Toss,” offering Visa cardholders the chance to participate in pre-match ceremonies; the “Final Whistle Experience,” providing winners with exclusive pitch-side access during the final moments of matches; and the “Visa Player Escort Kids Programme,” allowing children to lead players onto the pitch at the Champions League Elite Finals.
The AFC will benefit from Visa’s global reach and expertise in digital payments, while Visa gains increased brand association with one of the most popular sports in Asia. Both organizations expressed excitement about the expanded partnership and its potential to further develop and promote football across the continent.