Global sports marketing agency IMG has signed a strategic partnership to commercialize, produce and sell media and sponsorship rights for the inaugural FIFA ASEAN Cup 2026, a 14-team Southeast Asian men’s tournament held in Indonesia and Hong Kong from 24 September to 5 October 2026. The deal builds on IMG’s existing relationship with PT Garuda Sepak Bola Indonesia (GSI) on behalf of PSSI and aims to professionalize broadcast production, grow audiences and create new commercial value across the region.
IMG and FIFA ASEAN Cup 2026TM Announce Strategic Partnership rights 14.09.2026 Global sports marketing agency IMG and the FIFA ASEAN Cup 2026 TM today 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.” The FIFA ASEAN Cup TM is a regional tournament that will bring together national teams from across Southeast Asia and guest nations from the wider region between 24 September and 5 October. This year’s competition will be staged in Bandung and Jakarta, Indonesia, and Hong Kong, China. The tournament will feature 14 teams – all 11 members of the Association of Southeast Asian Nations (ASEAN) and three guest sides – competing in a structured format designed to provide high-quality international football, strengthen regional connections and create new opportunities for fans to engage with the game. IMG works with some of the world’s leading football leagues and federations to collaboratively drive growth through a wide range of advisory, commercial, digital and production services and capabilities. This includes the South American Football Confederation (CONMEBOL), Major League Soccer, Confederation of North, Central America and Caribbean Association Football (CONCACAF), National Women’
Curated by Taleb Kabbara · Source: www.img.com
IMG, FIFA ASEAN Cup 2026, PT Garuda Sepak Bola Indonesia, Football Association of Indonesia, Association of Southeast Asian Nations, CONMEBOL, Major League Soccer, CONCACAF, National Women’s Soccer League, Premier League, Saudi Pro League, Football Australia, Australian Professional Leagues, English Football League, J.League, WSL Football, Arabian Gulf Cup Football Federation, Confederation Africaine de Football, Premier Sports, Ekstraklasa, Indonesia, iSportConnect, FIFA
IMG: IMG is a global sports marketing agency leading the worldwide commercialisation and sale of media and sponsorship rights, overseeing broadcast production and supporting delivery of the FIFA ASEAN Cup 2026.
FIFA ASEAN Cup 2026: The FIFA ASEAN Cup 2026 is a regional football tournament bringing together national teams from Southeast Asia and guest nations, staged between 24 September and 5 October 2026.
PT Garuda Sepak Bola Indonesia: PT Garuda Sepak Bola Indonesia (GSI) is IMG's strategic partnership counterparty on behalf of the Football Association of Indonesia to unlock greater value for Indonesian football stakeholders.
Football Association of Indonesia: The Football Association of Indonesia (PSSI) is the national football governing body for Indonesia and is represented in a partnership involving IMG and PT Garuda Sepak Bola Indonesia to grow value for Indonesian football stakeholders.
Association of Southeast Asian Nations: The Association of Southeast Asian Nations (ASEAN) collectively supplies 11 member national teams that will participate in the FIFA ASEAN Cup 2026.
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