IMG takes global rights role for inaugural FIFA ASEAN Cup

IMG has agreed a partnership with the FIFA ASEAN Cup 2026 to support delivery of the new regional men’s national-team tournament and lead its commercial development.The agency will oversee worldwide media and sponsorship rights sales as well as broadcast production for the competition, which will run from September 24 to October 5 in Indonesia and Hong Kong, China.IMG senior vice-president and managing director of football Adolfo Bara said: “The FIFA ASEAN Cup is built around the rivalries that matter most to Southeast Asian fans and teams. By creating a dedicated platform for neighbouring nations and their leading players to compete, the tournament will unlock new opportunities for the game across Southeast Asia.“We are excited to work with the tournament and its stakeholders to build a high-quality, commercially sustainable competition that can become a regular fixture on the international football calendar.”The agreement gives IMG responsibility for converting the tournament’s regional audience into broadcast and sponsorship revenue from its first edition, while also establishing consistent production standards.That will be important if FIFA wants the competition to develop into a repeatable commercial property rather than a one-off event.The tournament will feature 14 national teams, including all 11 ASEAN members and guest sides Bangladesh, Pakistan and Hong Kong, China.Indonesia will host Division 1 matches in Jakarta and Bandung, while Division 2 will be staged in Hong Kong. The two divisions will produce separate champions.FIFA president Gianni Infantino said: “The FIFA ASEAN Cup was launched to provide national teams with meaningful competitive opportunities within the Men’s International Match Calendar, giving players the chance to represent their countries in high-intensity regional rivalries.”The competition gives FIFA a new piece of international inventory in a region it views as having significant growth potential, with the participating countries representing a combined population of more than two billion people.IMG’s involvement also builds on its existing strategic relationship with PT Garuda Sepak Bola Indonesia on behalf of the Football Association of Indonesia, which began in 2025.The agency already works across media, commercial and production services with major football properties including CONMEBOL, MLS, CONCACAF, the NWSL, Premier League, EFL, J.League and CAF.Its immediate task will be to secure sufficient rights and sponsorship demand around the inaugural edition while creating a commercial structure capable of supporting the FIFA ASEAN Cup beyond 2026.