FIFA ASEAN CUP Inks Strategic Partnership With IMG

Global sports marketing agency IMG and the FIFA ASEAN Cup 2026 have announced a strategic partnership to launch the inaugural Southeast Asian men’s tournament and boost the development of football in the region.

IMG is supporting delivery of the tournament, which takes place in Indonesia and Hong Kong from 24 September to 5 October 2026, leading the worldwide commercialisation and sale of its media and sponsorship rights, and overseeing broadcast production.

The agreement builds on IMG’s wide-ranging strategic partnership with PT Garuda Sepak Bola Indonesia (GSI) on behalf of Football Association of Indonesia (PSSI) to unlock greater value for Indonesian fans, players, clubs, leagues, and national teams. IMG has been working with GSI since 2025, advising on calendar structure, developing a new commercial media and sponsorship rights strategy, standardising and enhancing production, and providing audience growth and digital transformation services.

Adolfo Bara, SVP and Managing Director, Football, IMG, said: “The FIFA ASEAN Cup is built around the rivalries that matter most to Southeast Asian fans and teams. By creating a dedicated platform for neighbouring nations and their leading players to compete, the tournament will unlock new opportunities for the game across Southeast Asia. We are excited to work with the tournament and its stakeholders to build a high-quality, commercially sustainable competition that can become a regular fixture on the international football calendar.”