AFC and Visa Expand Strategic Partnership Ahead of Women’s Asian Cup 2026 in Australia.

Roger Hampel

The Asian Football Confederation (AFC) has officially announced an expanded global partnership with Visa, naming the payments giant as the Official Global Supporter of the AFC Women’s Asian Cup Australia 2026™. This milestone marks Visa’s first official association with Asia’s premier women’s national team competition and signals a broader commitment to growing women’s football across the region and globally.

A Landmark Deal in Women’s Football

The deal builds upon Visa’s existing presence in international football and underscores the increasing commercial appeal of women’s sport in Asia-Pacific. For the AFC, this agreement aligns with ongoing efforts to elevate the AFC Women’s Asian Cup™ as a premium global tournament, both on and off the pitch.

The 2026 edition, to be held in Australia, is already being positioned as the largest and most ambitious iteration of the competition, aiming to set new benchmarks in attendance, engagement, and visibility.

“The AFC Women’s Asian Cup Australia 2026™ aims to be the greatest ever edition in the tournament’s history,” said Datuk Seri Windsor John, General Secretary of the AFC. “We are delighted to welcome Visa as a global supporter, as we work together to empower the women's game across Asia.”

Visa's Growing Role in Women’s Sport AFC Visa

Visa’s involvement comes as part of its global initiative to increase investment in women’s sport. The company has previously partnered with tournaments like the FIFA Women’s World Cup and UEFA Women’s EURO, and now brings its brand equity, technology, and marketing infrastructure to support the AFC’s women’s platform.

In Australia specifically, Visa is leveraging this partnership to tap into one of the world’s most engaged women’s football markets. According to Alan Machet, Visa’s Group Country Manager for Australia, New Zealand and South Pacific:

“Over 11 million Australians tuned in to watch the Matildas face England in 2023, making it the most-watched TV program in over 20 years. We’re confident this passion will carry into 2026 as we expand our commitment to the women’s game.”

Fan Engagement and Priority Access for Visa Cardholders

As part of the activation, Visa cardholders will receive exclusive pre-sale ticket access for the tournament, beginning Friday, July 18 at 10 AM AEST, ahead of the general sale, which opens on Friday, July 25. Fans can already register for priority ticket access via the AFC Women’s Asian Cup website.

The integration of secure digital payments, exclusive fan experiences, and dedicated digital campaigns are all part of the strategy to turn Visa’s sponsorship into a platform for fan engagement and technology-led services.

Commercial Outlook

The AFC Women’s Asian Cup 2026 is poised to serve as a strategic launchpad for future investment in women’s football across Asia. Visa’s support is expected to catalyze additional sponsorship activity, increase global visibility, and strengthen the tournament’s position in the international football calendar.

“Visa have been an exceptional partner,” said Patrick Murphy, CEO of Asian Football Group (AFG), which manages AFC’s commercial rights. “With this new deal, we’re taking our collaboration to the next level and can’t wait to see it unfold.”