June 25 – The Asian Football Confederation (AFC) has added another Saudi Arabian heavyweight to the commercial roster for the 2027 Asian Cup, confirming restaurant chain ALBAIK as an Official Global Supporter of the tournament. 

The agreement brings the brand into the sponsorship programme for the next year’s Asian Cup – a competition the confederation hopes will set new benchmarks for attendance, commercial revenue and global visibility when it returns to the Kingdom. 

Albaik’s arrival at the Asian Cup further strengthens the Saudi flavour of a commercial portfolio that is increasingly dominated by companies from the host nation. 

Saudi energy giant Aramco and financial services heavyweight Al Rajhi Bank are already among the tournament’s big commercial backers. Meanwhile, EA Sports – currently in the process of being acquired by Saudi Arabia’s Public Investment Fund – has also pledged support for the competition through a licensing agreement linked to the tournament for the first time. 

The AFC’s strategy – whilst heavily leaning on Saudi investment – is understandable. Saudi Arabia is financially committed to football ahead of both the 2027 Asian Cup and the 2034 FIFA World Cup, creating a ready-made pool of major domestic companies eager to align themselves with the country’s sporting ambitions. 

Yet the growing concentration of Saudi and wider Middle Eastern sponsors also raises questions about the tournament’s commercial balance. As Asia’s flagship national team competition, you can be forgiven for wondering whether the AFC can attract a broader mix of international and pan-Asian partners as the tournament approaches. 

Datuk Seri Windsor John, AFC General Secretary, said: “The AFC is delighted to welcome ALBAIK into our growing family of commercial partners for the AFC Asian Cup Saudi Arabia 2027.  

“ALBAIK represents the vibrant spirit of Saudi hospitality and entrepreneurship. This partnership underscores the immense appeal of Asia’s crown jewel tournament and our shared commitment to creating an unforgettable experience for millions of passionate football fans across the globe.” 

Patrick Murphy, Chief Executive Officer of Asia Football Group, added: “ALBAIK is a brand that resonates deeply with fans in Saudi Arabia and across the region. We’re delighted to welcome them to the AFC Asian Cup Saudi Arabia 2027 family as we build towards a tournament that brings the Continent together.” 

Contact the writer of this story, Harry Ewing, at [email protected].