The Asian Football Confederation (AFC) has signed a partnership with VISA, further strengthening the payments provider’s connection to sports in West Asia.
Under the terms of the agreement, VISA will roll out its digital payments services at AFC football fixtures throughout West Asia, as well as conducting fan engagement activities.
As payments partner of the AFC Champions League in West Asia for the 2023/24 season, and for the AFC Asian Cup Qatar 2023, VISA will launch its VISA Coin Toss initiative at matches and offer fans the chance to win pitch-side experiences.
“We are delighted to welcome VISA as the AFC’s Official Regional Partner,” said Datuk Seri Windsor John, AFC General Secretary.
“This latest deal demonstrates the immense value and prestige of the AFC’s competitions, and we thank VISA for the confidence they have shown in Asian football.
“The passion for the beautiful game that exists in the West Asia region reaffirms that football is indeed Asia’s most popular sport, and we look forward to working in close partnership with VISA to create more historic moments for our fans.”
VISA has a history of engagement with sports and the company was keen to emphasise that its new West Asia-facing partnership with the AFC forms part of its commitment to football investment.
The San Francisco based firm’s activities in West Asian football included the establishment of 5,300 contactless payment terminals at all venues during the FIFA World Cup in Qatar last year.
More broadly, the firm has produced engagement with sports – but particularly football – across multiple regions. Other initiatives have included women’s football-focused partnerships with FIFA and US Soccer.
“As a world leader in digital payments, Visa is proud to partner with the Asian Football Confederation,” remarked Tarek Abdalla, SVP, Chief Marketing Officer Visa Central Europe Middle East and Africa.
“This partnership not only underscores our commitment to bringing people together through the universal language of sports, but it also aligns perfectly with our mission to facilitate innovative, convenient, reliable, and secure digital transactions.
“We are excited to pave the way for the future of digital transactions at upcoming AFC events, offering a seamless and cashless experience for teams, and fans alike.”