Dubai, UAE — Saudi Arabia’s Al Rajhi Bank has been named an exclusive regional partner of the AFC Asian Cup Saudi Arabia 2027, expanding the lender’s presence in the Kingdom’s fast-growing sports sector.
The Asian Football Confederation said the agreement designates Al Rajhi as the official regional partner for retail banking services in Saudi Arabia through a collaboration with Visa, the tournament’s global supporter for payment services.
The partnership is the latest example of Saudi companies increasing investment in sports as the Kingdom pursues plans under Vision 2030 to diversify its economy, boost tourism and establish itself as a global destination for major sporting events.
Financial terms of the agreement were not disclosed.
Fan engagement focus
Al Rajhi said it would use its banking network and digital capabilities to connect customers with the tournament through exclusive promotions, experiences and engagement opportunities linked to one of Asia’s flagship football competitions.
Majed Al Rajhi, general manager of retail banking at the bank, said the partnership would allow the lender to offer customers experiences beyond traditional banking services while strengthening engagement with football fans.
Visa said the agreement builds on its involvement in recent AFC tournaments hosted in Saudi Arabia and reflects efforts to enhance fan experiences as the Kingdom’s sporting profile continues to expand.
Growing Saudi sports investment
Saudi Arabia has emerged as one of the world’s largest investors in sports in recent years, hosting major football, boxing, golf, motorsport and esports events while preparing to stage the AFC Asian Cup in 2027 and the FIFA World Cup in 2034.
Patrick Murphy, chief executive of Asia Football Group, said Al Rajhi’s extensive reach within Saudi Arabia would help connect local supporters with the tournament and strengthen engagement ahead of the competition.
The AFC Asian Cup Saudi Arabia 2027 is expected to be one of the largest sporting events hosted by the Kingdom as it accelerates investment in sports infrastructure, tourism and entertainment.
