Aussie Beef signs ASEAN United FC partnership across four competitions

Aussie Beef has been named the Official Beef Partner of the ASEAN Football Federation’s four premier football competitions, a move designed to link Meat & Livestock Australia’s regional growth ambitions with one of South East Asia’s biggest sports audiences.The partnership covers the ASEAN Hyundai Cup, the ASEAN Club Championship Shopee Cup, the ASEAN Women’s MSIG Cup and the ASEAN U-23 Championship, which are collectively branded as ASEAN United FC.The AFF said SPORTFIVE, its exclusive commercial partner, concluded the agreement, extending the ASEAN United FC sponsor roster in a category that typically supports both mass-market activation and hospitality-led trade programmes.Andrew Cox, general manager of international markets at Meat & Livestock Australia, said: “Food and football share a powerful ability to bring people together. This partnership gives us a platform to connect with consumers through moments they care about, reinforcing the quality, taste and trust that Australian beef is known for.”The AFF positioned the deal around lifestyle and performance messaging, linking the Aussie Beef brand to health and well-being narratives that continue to attract sponsors across men’s and women’s football properties.Major General Khiev Sameth, the AFF president, said the partnership aligns with rising interest in “healthier and more considered lifestyle choices” across the region and will be used to deliver fan-facing experiences across the four competitions.SPORTFIVE Asia president and chairman Seamus O’Brien said the package gives Meat & Livestock Australia access to a combined viewership of nearly one billion across the four events, alongside exposure beyond B2B clients into consumer segments including the region’s growing middle class.Commercially, the deal highlights how rights holders are increasingly packaging multiple properties under one umbrella to sell category exclusivity and deliver scale, particularly when combining national team, club, women’s and age-group competitions.Meat & Livestock Australia said the partnership will support its market development work in South East Asia, with activity expected to blend consumer engagement with trade and B2B marketing programmes tied to Aussie Beef.South East Asia has become one of the fastest-growing regions for Australian beef, and the AFF cited record export values in 2025 as a backdrop for the sponsorship push.The partnership adds another example of a non-endemic consumer category using football inventory to drive both brand trust signals and commercial conversations with distributors, retailers and foodservice buyers across multiple ASEAN markets.