Following are the organisations serving as sponsors and brand partners to the 2023 Asian Football Confederation (AFC) Asian Cup Qatar and enjoying a strong branding presence across its physical and digital assets.
Continental
Continental Tires, a tire manufacturing brand headquartered in Hanover, Germany, has served as an exclusive partner to the AFC since 2015.
In 2020, the two parties decided to extend their partnership for another four years, during which it was agreed that Continental would become the Official Tire Partner of AFC national team competitions. This includes the AFC Asian Cup as well as the AFC Asian Qualifiers. The deal also entails Continental hosting a special Trophy Appearance Programme during the 2023 Asian Cup.
Credit Season
Japanese financial services company Credit Season was re-signed as an exclusive partner by the AFC in September 2021 for the cycle that lasts until 2024.
The ongoing deal covers the 2023 Asian Cup, the AFC Asian Qualifiers, and other major national team competitions.
NEOM
NEOM is a planned-city project within the Kingdom of Saudi Arabia aimed at creating a city that would boast of bleeding-edge tech and sustainability. It was announced as an Official Global Partner of the AFC in 2021 on a four-year deal.
As per the agreement, NEOM serves as an Official Global Partner to all major AFC national team competitions, including the 2023 Asian Cup and the Asian Qualifiers. It also supports the AFC Champions League and the AFC Cup.
The partnership also sees the two parties collaborate on several activations, including the opportunity for fans to experience NEOM in person.
Qatar Airways
The AFC and Qatar Airways announced the commencement of their global partnership in December 2023, which is set to last till 2029.
The partnership is set to cover major Asian competitions, such as the 2023 Asian Cup, the 2027 Asian Cup Saudi Arabia, the 2026 Women’s Asian Cup, the 2024 U23 Asian Cup Qatar, and the Futsal Asian Cups of 2024, 2026 and 2028 among other tournaments.
In accordance with the AFC agreement, Qatar Airways is organising travel packages for fans to attend the 2023 Asian Cup. It is also sponsoring the 2023/24 AFC Champions League Knockout Stage.
Visit Saudi
Visit Saudi and the AFC announced the commencement of their global partnership in October 2023, which is set to expire in December 2024.
The deal encompasses major national team competitions of the AFC, such as the 2023 Asian Cup, the 2024 U23 Asian Cup Qatar, the 2024 U20 Women’s Asian Cup, the 2024 U17 Women’s Asian Cup, and the 2024 Futsal Asian Cup among others.
The aim of the partnership is to promote Saudi Arabia’s offerings through these competitions.
Yili
In July 2021, Chinese dairy giant Yili was announced as an Official Global Partner of the AFC for the current cycle that is set to last till 2024.
As per the deal, Yili is to sponsor the Asian Qualifiers, the 2023 Asian Cup, the 2022 Women’s Asian Cup India, and the 2022 U23 Asian Cup Uzbekistan. It also presents the top-scorer award for all AFC national team competitions.
Kelme
In August 2021, the AFC announced a partnership agreement with sportswear brand Kelme that is set to run until 2024.
As per the agreement, Kelme is to provide the match ball for the 2023 Asian Cup. The partnership also covered the 2022 Women’s Asian Cup India and the 2022 U23 Asian Cup Uzbekistan.
Beijing Shinai (Xinai) Sports
In January 2024, the AFC announced that one of its media partners, Beijing Shinai Sports, had sublicensed AFC media rights to China Media Group (CMG), which thus broadcasts AFC competitions to viewers in China via its TV channels and streaming platforms.
Konami
The AFC announced its partnership renewal and expansion with Konami for the 2021–24 cycle in January 2021.
The deal entails Konami promoting e-gaming at the 2023 Asian Cup as well as the Asian Qualifiers. It also covers the AFC Champions League. These competitions also feature in Konami’s football simulation video game, eFootball.
Also read: Asian Football Confederation (AFC) partners with Qatar Airways
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