Aussie Beef Named Official Beef Partner of ASEAN United FC

The ASEAN Football Federation (AFF) has announced a landmark partnership with Aussie Beef, naming the brand the Official Beef Partner of the region’s four premier football competitions.

Facilitated by SPORTFIVE, the agreement covers the ASEAN Hyundai Cup™, ASEAN Club Championship Shopee Cup™, ASEAN Women’s MSIG Cup™, and ASEAN U-23 Championship™, which are collectively marketed under the ASEAN United FC banner.

The collaboration represents a move by Meat & Livestock Australia (MLA) to leverage the massive reach of Southeast Asian football to drive consumer engagement and trade marketing. Southeast Asia remains one of the fastest-growing markets for Australian red meat, contributing to record export values achieved in 2025.

Highlighting the cultural synergy of the deal, general manager of International Markets at Meat & Livestock Australia, Andrew Cox, 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,” Cox said. 

AFF president major general, Khiev Sameth, welcomed the inclusion of MLA and Aussie Beef into the regional football family, noting the alignment between elite sport and healthy lifestyle choices.

“As communities across Southeast Asia place increasing importance on healthier and more considered lifestyle choices, Australian Beef is rapidly establishing itself as a trusted household name.”

“This partnership reflects a shared commitment to excellence, performance and well-being, values that resonate strongly both on and off the pitch.

“We look forward to working closely with MLA and our valued commercial partner, SPORTFIVE, to further strengthen ASEAN football,” Sameth said.

President and chairman of the Board at SPORTFIVE Asia, Seamus O’Brien, noted that the deal extends the brand’s reach significantly beyond B2B clients into a high-value consumer demographic.

“With a combined viewership of nearly one billion, ASEAN’s four leading events provide MLA with direct access to the vast ASEAN football fan base that includes the region’s rising middle-class that is driving regional demand for premium products and services,” O’Brien said.

The partnership provides Aussie Beef with unprecedented access to a combined viewership of nearly one billion people.

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