The Asian Football Confederation (AFC) has secured a new commercial partnership for the AFC Asian Cup Saudi Arabia 2027, naming EA Sports FC as an Official Licensed Product of the tournament. This agreement brings the Asian Cup into the EAFC gaming franchise, with specific in-game content and activations expected to be revealed later this year. These features will likely appear in FC27, scheduled for release around the end of September.
The move aims to significantly boost the tournament’s visibility within one of football’s largest digital ecosystems. As the AFC seeks to expand the Asian Cup’s global reach ahead of the January 2027 kick-off, the deal opens doors to regions—especially in Europe and North America—where the game franchise is highly popular, offering a valuable exposure tool beyond traditional Asian markets.
This announcement follows the AFC’s recent deal with Aramco as an Official Global Supporter earlier this week, as the confederation continues to build out its commercial program for the event.
While marketed as a landmark licensing agreement, the partnership also reflects broader shifts within EA. In 2025, the publisher agreed to a $55 billion acquisition led by Saudi Arabia’s Public Investment Fund (PIF), giving the Kingdom a controlling stake in one of the gaming industry’s largest companies. Against this background, a formal link between EAFC and the Saudi-hosted tournament had increasingly seemed inevitable.
AFC General Secretary Datuk Seri Windsor John said: “The AFC Asian Cup Saudi Arabia 2027 represents the best of men’s national team football on the Continent, and we are delighted to welcome EA SPORTS FC as an Official Licensed Product in what marks a truly significant milestone for the Confederation. This partnership underlines the AFC’s commitment to embracing innovation and engaging new generations of fans by bringing Asia’s crown jewel into the digital ecosystem.”
Jamie McKinlay, Senior Vice President of Asia Publishing at Electronic Arts, added: “We’re proud to partner with the AFC to bring the AFC Asian Cup 2027 to life in EA SPORTS FC. Asia is home to some of the most passionate and fast-growing football communities in the world, and this collaboration reflects our ambition to celebrate that energy on a global stage.”
The 2027 tournament will feature 24 national teams competing across eight stadiums in Riyadh, Jeddah, and Al Khobar, from January 7 to February 5.
