Aussie Beef has been named the Official Beef Partner of ASEAN United FC, a collaboration that includes four major football competitions in Southeast Asia. This partnership, facilitated by SPORTFIVE, aims to enhance consumer engagement and promote Australian red meat in a rapidly growing market, leveraging the popularity of football to connect with audiences focused on healthy lifestyle choices. The agreement reflects Meat & Livestock Australia's strategy to capitalize on the region's increasing demand for quality beef.
'); }); AU / NZ America Europe/UK Membership Login News Events Women in Sport Summit Networking View All Education Playa Power Data GlS QUT View All Membership News Australia / New Zealand Events Conferences Awards Networking View All Education Playa Power Data GlS QUT View All Membership Topics Brands Media & Broadcast Olympic Sponsorship Sports Tech Women’s Sport Show More Topics >> Sports Australian Rules Basketball Cricket Netball Rugby League Soccer (Football) Show More Sports >> Login Membership Home > Sponsorship > Aussie Beef Named Official Beef Partner of ASEAN United FC Sponsorship 3 min read Aussie Beef Named Official Beef Partner of ASEAN United FC Written by MOS Editorial Team Published on 15 April 2026 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. Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today! . The Brisbane Broncos have secured a two-year extension with Higgins Coatings, retaining the... KDL Property Group has significantly bolstered its commitment to the Queensland rugby ecosystem,... Tennis Australia has nnounced a landmark partnership with global fashion powerhouse BOSS, naming... Join the most engaged community in the Sports Business World. Get all the latest news, insights, data, education and event updates. Your MVP in the Business of Sport. We play the game to add value to the Sports Business industry by delivering News, Insights, Education and Events. Join the most engaged community in the sports business world. Want to be part of the team? Subscribe for free to join today! Copyright © 2026 | Ministry of Sport | All Rights Reserved.
Curated by Taleb Kabbara · Source: ministryofsport.com
Aussie Beef, Meat & Livestock Australia, ASEAN Football Federation, SPORTFIVE
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Aussie Beef: Aussie Beef is a brand under Meat & Livestock Australia that has been named the Official Beef Partner of ASEAN United FC.
Meat & Livestock Australia: Meat & Livestock Australia is the organization behind the Aussie Beef brand, facilitating the partnership with ASEAN United FC to promote Australian red meat.
ASEAN Football Federation: The ASEAN Football Federation is the governing body that oversees football competitions in Southeast Asia and has partnered with Aussie Beef.
SPORTFIVE: SPORTFIVE is a sports marketing agency that facilitated the partnership between Aussie Beef and the ASEAN Football Federation.
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