The Asian Football Confederation (AFC) and the Local Organising Committee have revealed the official brand identity for the AFC Asian Cup Saudi Arabia 2027. Launched less than a year before the tournament begins, the design aims to be confident, contemporary, and energetic, crafted to inspire future generations of footballers and supporters across the continent.
The Asian Football Confederation (AFC) and the Local Organising Committee have revealed the official brand identity for the AFC Asian Cup Saudi Arabia 2027. Launched less than a year before the tournament begins, the design aims to be confident, contemporary, and energetic, crafted to inspire future generations of footballers and supporters across the continent.
AFC President Shaikh Salman bin Ebrahim Al Khalifa stated the brand reflects the Kingdom's unique blend of heritage and modernity while capturing the tournament's inspirational purpose. The visual identity is built around a narrative described as "Uniquely Saudi," expressing authenticity and confidence, and extended by the concept "Built to Inspire Asian Generations."
The central logo combines a distinctive wordmark with the tournament trophy symbol, rendered in a geometric style inspired by traditional Najdi architecture. This stepped design, found in regional carvings, textiles, and ornamentation, provides a rhythm and balance that is distinctly Saudi. Complementary patterns echo this architectural language and themes of openness from traditional crafts, symbolizing the welcoming nature of Saudi hospitality.
A supporting graphic device, evolved from the trophy symbol, creates a flexible visual toolkit. The color palette is drawn from the Kingdom's landscape and character, employing modern, grounded tones to ensure clarity and a strong, consistent tournament identity.
The brand was unveiled during halftime of the AFC U23 Asian Cup final in Jeddah, accompanied by a short film titled A Spark Over Asia. The film depicts a luminous spark traveling across the continent through scenes of daily life and football passion, ultimately transforming into the new tournament logo.
The 19th edition of the AFC Asian Cup will be held from January 7 to February 5, 2027. The event will feature 24 men's national teams competing across three host cities: Riyadh, Jeddah, and Al Khobar.
