The ASEAN Football Federation (AFF), soccer’s governing body in Southeast Asia, has brought Malaysia-based airline AirAsia on board as a new sponsor. 

The company will serve as the exclusive official travel partner of the AFF’s four major national team and club events.

This includes the 2024 ASEAN Electric Cup, the ASEAN Club Championship, the ASEAN Women’s Championship, and the ASEAN U-23 Championship, collectively branded as ASEAN United FC.

The partnership was brokered by sports marketing agency Sportfive, the AFF’s exclusive commercial partner.

Seamus O’Brien, president and chairman of the board in the Asia-Pacific region for Sportfive, said: “With the rise of ASEAN football on pace with Southeast Asia’s emergence as one of the world’s fastest-growing consumer and travel markets, the ASEAN United FC platform and ASEAN football fans will undoubtedly support AirAsia’s goal to continue strengthening its dominance in the region.”

Sportfive also recently brokered another deal for the AFF, allowing Chinese streamer Leisu Sports to snap up rights to competitions organized by the governing body.

The AFF has had an exclusive commercial rights deal with Sportfive since the agency’s Lagardere days.