The Asian Football Confederation (AFC) regional governing body has brought in food delivery site and app Talabat as a regional partner of its various club competitions.
Through a deal unveiled earlier today, Talabat becomes a commercial sponsor of AFC competitions such as its men’s Champions League Elite and Champions League Two, and the Women’s Champions League, in the United Arab Emirates, Qatar, Jordan, and Iraq.
The two parties will work together to deliver “world-class activations,” the AFC has said.
The deal was put together by the AFC’s new rights-holding agency, Asia Football Group, which was launched last September.
It follows on from a similar regional partnership between the AFC and Iraq-based telecoms provider Earthlink.
Last month, the AFC struck a global commercial deal with Chinese technology brand Tecno.
The soccer body also recently extended its tie-up with the planned Saudi Arabian megacity Neom in July.
The 2024-25 AFC Champions League Elite began early last month, with a league stage (involving 24 teams) running between mid-September and mid-February. The final is then scheduled for May 4, in Saudi Arabia.
The Women’s Champions League runs between late August and late May.
Talabat, meanwhile, also has a partnership with the Qatar Football Association, originally dating back to late 2021.
