Saudi’s NEOM partners with AFC in a 4-year global sponsorship deal

By Amirtha P S, Desk Reporter
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Saudi Arabia
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Saudi Arabia’s megacity project NEOM has become a global partner of the Asian Football Confederation (AFC), the governing body of association football in Asia and Australia, from 2021-2024.

The agreement includes major AFC national team competitions such as the 2022 World Cup and AFC Asian Qualifiers featuring the continent’s top 12 football nations, as well as Asia’s flagship national team competition, the AFC Asian Cup China 2023.

The deal also covers other competitions like the AFC Women’s Asian Cup India 2022 and the AFC U23 Asian Cup Uzbekistan 2022. Further, NEOM will offer its strong support to the AFC Champions League and the AFC Cup.

NEOM, developing in the northwestern part of Saudi Arabia, is a project of global significance that is focused on creating a new model for sustainable living and accelerating human progress.

In line with the ambition of NEOM to become a major global sports destination, the megacity’s partnership with the AFC will give it a long-term platform to expand its profile internationally, develop a culture of active lifestyles within its own communities, and strengthen its investment in technology, innovation, performance and sustainability to benefit football across the whole of Asia.

Commenting on the partnership AFC General Secretary Dato Windsor John stated, “The AFC is delighted to welcome NEOM to the fast-expanding AFC family of global partners, which once again reinforces the undeniable stature and prestige of the AFC’s brand and its competitions.”

Nadhmi Al Nasr
Nadhmi Al Nasr

“We regard and value the AFC as a progressive and innovative partner who is committed to taking football in Asia to greater heights. This reflects NEOM’s ambition to become a globally recognized center of sporting excellence, to provide a world-class environment for the brightest minds and best talent to excel, and to contribute to the growth and economic prosperity of the kingdom.”

The partnership was secured by the AFC’s commercial partner Football Marketing Asia, which will manage the delivery of the right and work closely with NEOM and the AFC on initiating a range of activation campaigns in the following months.

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