Asian Football Confederation (AFC) expands Midea partnership

The Asian Football Confederation (AFC), the continent’s football-governing body, has announced a new, multi-year global agreement with Chinese electrical appliances brand Midea.

The partnership expansion sees Midea expand its coverage to the AFC’s national team competitions, including the 2027 Asian Cup in Saudi Arabia, the 2026 FIFA World Cup qualifiers, and the 2026 Women’s Asian Cup in Australia.

Midea will also cover various age-group and futsal tournaments, including the U23 Asian Cups of 2026 and 2028, the 2027 U20 Asian Cup, the U17 Asian Cups of 2026, 2027, and 2028, the U17 Women’s Asian Cups of 2026, 2027, and 2028, the U20 Women’s Asian Cups of 2026 and 2028, and the 2026 and 2028 editions of the Futsal Asian Cup.

Additionally, Midea will also acquire the exclusive rights to promote its brand and products across all AFC national team competitions across the globe.

Midea announced a club football–focused partnership with the AFC in April earlier this year.

Datuk Seri Windsor John, AFC General Secretary, said:

“The AFC is delighted to strengthen our partnership with Midea, and we truly appreciate its belief in the exciting future that lies ahead for Asian football. Across our national team competitions, we have witnessed rising playing standards and greater connection with our passionate fanbase, and we are eager to collaborate with innovative organisations like Midea to deliver more unforgettable moments for all our valued stakeholders.“

Lewis Fu, President of Midea International Business, added:

“Midea strongly believes that the next four years are set to be an important part of AFC’s footballing history. With the most closely contested AFC Asian Qualifiers – Road to 26, an AFC Women’s Asian Cup in Australia that will inspire a new generation, and an AFC Asian Cup in Saudi Arabia that promises to be a historic spectacle, Midea is excited to become part of all the footballing stories that will be written.Combined with the club competitions, the future is bright for the AFC, and we look forward to growing together in the coming years as Midea’s home appliance business continues to go from strength to strength across the region.“

Patrick Murphy, CEO of AFG, added:

“Following the exciting launch of our partnership with Midea as a Global Supporter of the AFC’s club competitions, we are absolutely delighted to expand this collaboration to include national team competitions. This extension reflects the strength of our partnership and our shared commitment to elevating Asian football on the global stage.“