AFC Marketing Committee lauds global viewership and milestone commercial achievements
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—- The Asian Football Confederation (AFC) Marketing Committee has lauded historic broadcast milestones, unprecedented commercial growth, and bold brand evolutions achieved across its flagship tournaments.

Leading the Committee’s fourth meeting held virtually earlier today, Chairperson Dasho Ugen Tsechup commended the broadcast metrics underscoring the global appeal of Asian football, particularly with the AFC Asian Qualifiers – Road to 26™ recording a staggering cumulative reach of 4.1 billion, surging by 291% over the previous edition.

The impressive broadcast footprint was further supported by extensive fan interaction on the ground and online, delivering branded digital campaigns that generated over 161 million impressions, 100 million video views, and 5.9 million engagements.

These historic achievements set the stage for upcoming flagship tournaments, headlined by the official brand identity for the AFC Asian Cup Saudi Arabia 2027™. Unveiled in Jeddah, the vibrant visual identity seamlessly blends the iconic tournament trophy with traditional Najdi stepped geometry under the official slogan, “AHLAN ASIA,” reflecting the host nation’s culture.

This modernisation extended to the prestigious AFC Awards, which underwent a comprehensive redesign to adopt its current name alongside a sophisticated palette of black, gold, and white ahead of the 2025 edition in Riyadh, featuring a localised logo and its first-ever Presenting Partner.

Members of the Committee also celebrated the historic milestones of the AFC Women’s Asian Cup Australia 2026™, which expanded its global broadcast coverage by 34% to reach 188 territories securing a record cumulative reach of 291 million viewers.

This women’s football momentum extended to the youth and club levels, as the AFC U20 Women’s Asian Cup Thailand 2026™ saw its cumulative reach grow by 92% to 30 million, while the AFC Women’s Champions League™ experienced phenomenal growth from its inaugural 2024/25 season with its cumulative reach climbing 147% to 20.3 million during the 2025/26 campaign.

Turning to the men’s club ecosystem, the Committee praised the sensational upward trajectory of the revamped competitions, led by the AFC Champions League Elite 2025/26™ season. The tournament saw its cumulative reach rise by 174% to 2.5 billion.

This landmark season featured several milestone initiatives; among others, the Final saw the AFC’s first-ever sponsor-led half-time activation, alongside the appointment of the competition’s first official merchandise licensee.

Simultaneously, the AFC Champions League Two™ delivered record-breaking engagement during its 2025/26 season, with its cumulative reach growing by 323% to peak at 916 million viewers.

Parallel to the viewership growth, both competitions experienced massive commercial demand, with total activations and partner matchday experiences more than doubling.

The meeting concluded with a broader overview of broadcasters’ campaigns, which continue to amplify the visibility of the AFC’s expanding portfolio. In closing, Committee members pledged to sustain the powerful commercial momentum, working closely with all the relevant stakeholders to elevate fan experiences and further connect the Continent’s passionate football community.
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