Alrajhi Bank named AFC Official Global Supporter for 2026-2029
Saudi Arabia's Alrajhi Bank has expanded its partnership with the Asian Football Confederation, becoming an Official Global Supporter of the AFC's three major club competitions for the 2026-2029 cycle.
Alrajhi Bank has been named an Official Global Supporter of the AFC’s revamped club competitions for the 2026-2029 cycle. The Saudi banking group struck the deal with the AFC on October 7 in Kuala Lumpur, covering the AFC Champions League Elite, AFC Champions League Two, and AFC Women’s Champions League through to 2029.
AFC General Secretary Datuk Seri Windsor John welcomed the expanded agreement. "We are delighted to extend our partnership with Alrajhi Bank, now as an Official Global Supporter of our revamped club competitions," he said. Patrick Murphy, Chief Executive Officer of Asia Football Group, noted that the bank's involvement is a further step in deepening a partnership that already spans the AFC Asian Cup Saudi Arabia 2027, for which Alrajhi Bank was already an Official Regional Partner.
Fan engagement activations outlined
Under the agreement, Alrajhi Bank will deliver fan engagement activations for supporters in Saudi Arabia across the 2026-2029 cycle. The bank will have public-facing opportunities including the Official Coin Toss, a Player Escort Kids programme, exclusive stadium experiences, and digital campaigns at selected matches. These initiatives aim to bring fans closer to the action at every stage of the competition.
Majed Al Rajhi, General Manager of Retail Banking at Alrajhi Bank, outlined the ambitions. He said the partnership is an opportunity to create a different experience for fans. The bank aims to enrich the fan experience from the moment they enter the stadium through their engagement with various digital and on-ground experiences. Al Rajhi added that this strengthens engagement with different society segments, especially younger generations, through platforms aligned with youth interests.
Strategic alignment with Saudi football growth
Both AFC and Alrajhi Bank leaders emphasized the deal’s role in enhancing matchday experiences and supporting Saudi Arabia’s growing stature in hosting elite football events. Datuk Seri Windsor John stated that club football in the Kingdom is experiencing an unprecedented era of success, excitement and growth. He said Alrajhi Bank is uniquely positioned to enhance the matchday experience for one of the world’s most passionate fanbases.
Majed Al Rajhi said the expanded partnership forms part of the bank's presence in the Kingdom's growing sporting landscape. This aligns with Saudi Arabia's advanced standing in hosting prominent continental and international sporting events. The nation is hosting the Asian Cup for the first time in 2027, having already hosted the centralised Champions League Elite finals in Jeddah in 2025 and 2026, both won by Saudi club Al Ahli. Saudi Arabia is also bidding to host the FIFA World Cup in 2034. Patrick Murphy added that Alrajhi Bank's presence across matches in the Kingdom ensures Saudi fans are at the heart of Asia's premier club competitions.
The partnership runs through to 2029, covering the AFC Champions League Elite, AFC Champions League Two, and AFC Women’s Champions League.
