Visa Named Official Global Supporter of AFC Asian Cup 2027 and AFC U23 Asian Cup 2026 in Saudi Arabia.

Roger Hampel

Image: AFC

Asian Football Confederation has appointed Visa as the Official Global Supporter of the AFC Asian Cup Saudi Arabia 2027 and the AFC U23 Asian Cup Saudi Arabia 2026, securing a category-defining payments partner for two of the Confederation’s flagship men’s competitions.

The agreement places Visa at the centre of the AFC’s commercial and operational framework for the upcoming tournament cycle, spanning senior and U23 competitions hosted in Saudi Arabia, a market that continues to attract large-scale international sporting events.

Payments Infrastructure as Core Tournament Layer

Beyond brand visibility, the partnership positions Visa as a key enabler of tournament-wide commerce. As host nation, Saudi Arabia is expected to welcome large volumes of international fans, teams, officials and partners, increasing the importance of scalable, secure and interoperable payment systems across stadiums, hospitality zones and surrounding event infrastructure.

Integrated Fan and Partner Activations AFC

Visa’s rights package includes access to in-stadium and broadcast-visible moments, such as official coin toss ceremonies and player escort programmes, alongside digital activations tied to matchday content. Curated digital formats, including goal-of-the-matchday features and fan voting mechanics, extend engagement beyond stadium audiences into wider regional and pan-Asian markets.

In parallel, Visa will use the tournaments to host tailored experiences for clients and partners, positioning the AFC competitions as B2B and relationship-building platforms in addition to consumer-facing events.

Saudi Arabia as a Strategic Host Market

The dual-tournament sponsorship reflects the growing role of Saudi Arabia within the international football calendar. Hosting both the AFC U23 Asian Cup and the AFC Asian Cup within a short cycle concentrates commercial attention, infrastructure investment and partner activation in a single market.

For global sponsors, this creates an opportunity to scale activations efficiently while aligning with a host nation prioritising event readiness, digital infrastructure and international fan accessibility.

Executive Comments

Datuk Seri Windsor John, General Secretary of the AFC, said:

“Visa has been an exceptional partner of the AFC and Asian football, and we are delighted to strengthen our existing ties and work in close partnership with them to create more lasting memories of the Asian game for our passionate fans across the Continent and beyond.”

Ali Bailoun, Senior Vice President and Group Country Manager for Saudi Arabia, Bahrain and Oman at Visa, added:

“Football unites people, nations and economies. As the game continues to thrive across Saudi Arabia, Visa is proud to support this growth by enabling secure commerce and world-class fan experiences through our trusted global network.”

Patrick Murphy, CEO of AFG, commented:

“We are thrilled to continue our growing relationship between Visa and the AFC as our Official Global Supporter for these two competitions, ensuring memorable experiences for everyone involved.”