September 15: IMG has secured a contract to lead sponsorship and media rights sales for this year’s inaugural FIFA ASEAN Cup and will also handle broadcast production.
The tournament will take place in Hong Kong and Indonesia from September 24 to October 5, with 14 teams, 11 ASEAN nations plus three guests. IMG senior vice president and general manager of soccer Adolfo Bara was optimistic. “By creating a dedicated platform for neighboring nations and their top players to compete, the tournament will unlock new opportunities for the game in Southeast Asia,” he said, aiming to create “commercially sustainable and high-quality competition.”
FIFA announced the event last October with the ASEAN organization. Unlike the existing biennial ASEAN Championship, this one is in FIFA windows, so clubs have to release players, meaning nations can finally call up foreign talent instead of relying on domestic teams.
That’s where it gets complicated. The new tournament could affect the value of the existing ASEAN Championship, which the AFF recently linked to a lucrative Hyundai title sponsorship from 2026, and potentially strain its relationship with agency Sportfive.
However, a new regional competition gives the AFF more inventory to sell, which could help national teams fund World Cup qualification pushes, exactly what ASEAN federations have been chasing since the World Cup expanded to 48 teams. For IMG, it builds on existing work with Indonesian football since 2025.
