ALBAIK joins AFC Asian Cup 2027 sponsor roster

ALBAIK has been appointed an official global supporter of the AFC Asian Cup Saudi Arabia 2027, adding one of the country’s best-known consumer brands to the tournament’s commercial programme.The agreement gives the Jeddah-founded food company worldwide association with the AFC’s leading men’s national-team competition. Financial terms and the specific duration of the partnership were not disclosed.ALBAIK is expected to receive branding and activation rights around the tournament, creating opportunities to engage supporters through venues, digital content and consumer promotions.The appointment provides the AFC with a partner that combines strong recognition in the host market with a brand identity closely connected to Saudi Arabia.ALBAIK was founded in Jeddah in 1974 and has expanded from a single restaurant into a substantial regional food business.Its addition supports the tournament organisers’ effort to involve Saudi companies in the event while also giving domestic brands a platform reaching audiences across Asia and other international markets.The global supporter designation places ALBAIK within the AFC Asian Cup’s central sponsorship structure rather than limiting its rights to activations inside Saudi Arabia.That distinction should provide greater visibility across tournament communications, broadcasts and digital channels, subject to the final rights package agreed with the AFC.The partnership also creates opportunities for food and beverage activations linked to travelling fans and the host-city experience.Saudi Arabia will stage the AFC Asian Cup for the first time from January 7 to February 5, 2027.The 24-team tournament will feature 51 matches across Riyadh, Jeddah and Al Khobar, providing sponsors with more than four weeks of national-team football and supporter engagement.ALBAIK joins a growing commercial portfolio assembled around the competition, including Saudi and international businesses across banking, energy, payments, technology and other sectors.The AFC has already secured Alrajhi Bank as a regional partner, while Aramco and Visa are among the tournament’s global supporters.EA SPORTS FC has also been appointed as an official licensed product, extending the event’s reach into gaming and digital fan engagement.The expanding partner roster gives the AFC greater revenue certainty ahead of the tournament while helping the Saudi organising committee connect the event with the country’s wider consumer and corporate economy.ALBAIK will now work with the AFC and local organisers to develop its activation programme before the competition begins in January 2027.