The Asian Football Confederation (AFC) has officially welcomed Saudi-based carbonated soft drink brand Alsi as an Official Global Supporter for the AFC Champions League Elite Finals Jeddah 2026. The partnership strengthens the commercial program of the AFC’s revamped flagship club competition.
Centralized Finals in Saudi Arabia
The finals will be hosted in Jeddah from the quarter-final stage onwards, serving as a major milestone before the 2027 Asian Cup. Alsi, a brand under Al-Esayi Holding Co., will activate its partnership through:
- Digital Integrations: Branded content across AFC’s digital platforms.
- Fan Engagement: In-stadium activations designed to connect with Asia’s passionate football supporters.
- National Branding: Showcasing a Saudi national brand on a premier international sporting stage.
Leadership Quotes
“The AFC and Alsi share a common belief in the future growth of our world-class competitions,” said Datuk Seri Windsor John, AFC General Secretary.
Mohammad Al-Esayi, CEO of Al-Esayi Holding Co., added: “This partnership represents a premier opportunity to celebrate the passion for football across our continent and to strengthen the presence of our Saudi national brand.”
While the financial value was not disclosed, the deal highlights the AFC’s strategic focus on regional commercial alignment within Saudi Arabia as the kingdom prepares for back-to-back major footballing events.