March 3 – The Asian Football Confederation (AFC) has added another commercial heavyweight to its growing portfolio, announcing a regional partnership with Barbican for the remainder of the current season (2024-2025).
The popular non-alcoholic malt beverage brand will be a sponsor of the AFC Champions League Elite, the AFC Women’s Champions League, and the AFC Champions League Two in select West Asian markets.
For Barbican, this deal is more than just branding—it’s a strategic play to deepen its presence in West Asia, where its beverages are already a staple, at a time where the football market is booming in the region. The brand will launch tailored promotional campaigns, digital content initiatives, and fan-focused activations aimed at tapping into the region’s passionate football audience.
The value of the deal remains undisclosed.
The revamped AFC Champions League Elite is the continent’s premier club tournament, and sponsorship deals have increasingly reflected its growing appeal to major brands.
Datuk Seri Windsor John, the AFC General Secretary, said: “The AFC is delighted to welcome Barbican to our family of regional partners, which reinforces the palpable value and prestige of the AFC’s revamped club competitions, and we thank Barbican for the faith they have underlined in Asian football through this landmark partnership.
“Our fans in West Asia are some of the most passionate in world football and we look forward to working in close collaboration with Barbican to create more engaging experiences for our supporters and bringing to life mutually beneficial outcomes for the AFC and Barbican.”
Abdulla Aujan, Executive Chairman of Aujan Group Holding, added: “We are honoured to partner with the Asian Football Confederation and support these iconic tournaments that showcase the pinnacle of football in Asia. For over 40 years, Barbican has been committed to bringing people together, and this collaboration aligns perfectly with our belief that football, much like our beverages, transcends boundaries and creates lasting connections. This is more than a sponsorship—it’s a celebration of shared passion, unity, and unforgettable moments.”
With football’s commercial landscape in Asia evolving rapidly, the partnership signals both Barbican’s ambition and the AFC’s ability to attract household names.
Contact the writer of this story, Harry Ewing, at moc.l1741978808labto1741978808ofdlr1741978808owedi1741978808sni@g1741978808niwe.1741978808yrrah1741978808
