AFC and NEOM announce 4-year global sponsorship rights deal

The new partnership between the AFC and NEOM will cover Asia’s major club and international competitions. (AFC)
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Updated 30 March 2021
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AFC and NEOM announce 4-year global sponsorship rights deal

  • NEOM becomes an official global partner of AFC’s national team and club competitions for 2021-2024
  • NEOM’s partnership with the AFC will provide it with a long-term platform to grow its profile on the world stage

RIYADH: NEOM has become a global partner of the Asian Football Confederation (AFC) from 2021-2024, it was announced on Monday.

The agreement will encompass major AFC national team competitions, including the 2022 World Cup and AFC Asian Qualifiers featuring the continent’s top 12 football nations, as well as Asia’s flagship national team competition, the AFC Asian Cup China 2023.

Other competitions included in the partnership are the AFC Women’s Asian Cup India 2022 and the AFC U23 Asian Cup Uzbekistan 2022. In addition, NEOM will be a strong supporter of the AFC Champions League and AFC Cup globally.

“The AFC is delighted to welcome NEOM to the fast-expanding AFC family of global partners, which once again reinforces the undeniable stature and prestige of the AFC’s brand and its competitions,” AFC General Secretary Dato Windsor John said.

NEOM is a project of global significance currently under development in the Kingdom of Saudi Arabia, focused on creating a new model for sustainable living and accelerating human progress.

The partnership was secured by the AFC’s commercial partner Football Marketing Asia, which will manage the rights delivery and work closely with NEOM and the AFC on launching a range of activation campaigns in the coming months. The campaigns will initially have a digital focus and over time will also present opportunities for fans to experience NEOM in person.

“NEOM’s partnership with the AFC not only underscores the attractive and engaging platform the AFC provides through its many world-class competitions but also emphasizes the profound and lasting impact Asia’s No. 1 sport can have on strengthening communities,” Windsor John added.

“We look forward to creating and sharing historic moments with NEOM and realizing our common ambitions.”

With plans to become a global center for sport, NEOM’s partnership with the AFC will provide it with a long-term platform to grow its profile on the world stage, develop a culture of active lifestyles within its own communities, and leverage its investment in technology, innovation, performance and sustainability to benefit football across the whole of Asia.

Nadhmi Al-Nasr, CEO of NEOM, said: “NEOM is extremely excited about its ambitious partnership with the AFC. Football is by far Saudi Arabia’s favorite sport. It holds a special place in the hearts of our people and therefore provides a unique opportunity to inspire and enable NEOM’s citizens to lead active lifestyles as we move toward our goal of having the most physically active population on the planet.

“We regard and value the AFC as a progressive and innovative partner who is committed to taking football in Asia to greater heights,” he added. “This reflects NEOM’s own ambition to become a globally recognized center of sporting excellence, to provide a world-class environment for the brightest minds and best talent to excel, and to contribute to the growth and economic prosperity of the Kingdom.”

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Ruthless Sinner subdues Fonseca to reach Indian Wells quarter-finals

Updated 12 March 2026
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Ruthless Sinner subdues Fonseca to reach Indian Wells quarter-finals

  • Sinner will face another fast-rising youngster in 20-year-old Learner Tien of the United States for a place in the semifinals

INDIAN WELLS, United States: Four-time major champion Jannik Sinner edged talented Brazilian teenager Joao Fonseca 7-6 (8/6), 7-6 (7/4) in a scintillating Stadium Court clash on Tuesday to reach the quarter-finals at Indian Wells.
The first meeting between the world number two Sinner and the big-hitting 19-year-old lived up to expectations, the fireworks sparking a raucous response from a crowd packed with enthusiastic Brazilian fans.
Sinner will face another fast-rising youngster in 20-year-old Learner Tien of the United States for a place in the semifinals.
Fonseca went toe-to-toe with the Italian in a tense first set but was unable to convert his lone break chance and Sinner failed to capitalize on two.
A couple of uncharacteristic Sinner errors helped Fonseca power to a 6-3 lead in the tiebreaker, but the Italian responded, denying one set point with an ace to launch a run of five straight points that sealed the set.
Sinner looked headed to a comfortable victory with a break for 4-2 in the second, but Fonseca wasn’t about to go quietly.
He broke Sinner to love in the ninth game and held for 5-5 as they went to a second tiebreaker.
An ace gave Fonseca a 4-3 lead in the decider, but Sinner surged home with four straight points, polishing off the win with a masterful forehand service return.
“I felt like trying to be as aggressive as possible was the key,” said Sinner, who is chasing a first title in the prestigious Masters 1000 event in the California desert.
“Joao’s an incredible talent, very powerful from both sides. He was serving very well.
“Maybe he dropped a little bit at the end of the second set, but I’m very happy to get through,” Sinner added.
Tien saved two match points to reach his first Masters 1000 quarter-final with a 4-6, 6-1, 7-6 (7/4) victory over Spain’s Alejandro Davidovich Fokina.
“Honestly, after saving match points going into the tiebreak, just felt like I was playing with house money almost, really had nothing to lose,” said Tien, a Southern California native who has fond memories of attending the tournament as a child.
Arthur Fils’s injury comeback gathered pace as the Frenchman upset ninth-ranked Canadian Felix Auger-Aliassime 6-3, 7-6 (11/9) to book a quarter-final meeting with fourth-ranked Alexander Zverev.
Germany’s Zverev downed American Frances Tiafoe 6-3, 6-4.
Fils is in the Indian Wells last eight for the second straight year, but it’s been a twisting road to arrive there.

Tough competitor

Back trouble kept him off the courts for eight months, but since a return at Montpellier last month he has impressed with a run to the final in Doha.
The 21-year-old, now ranked 32nd in the world, appeared to be in control with a 4-2 lead in the second set. But he let that advantage slip away and trailed 0-5 in the tiebreaker before he steadied, saving five set points before wrapping up the straight-sets win.
“I was at 0-5 in the tie-break and I was going to my box and complaining and complaining,” he said, adding that the advice he got was to stop complaining and focus on the match.
“I tried to focus as best I could. Not too much emotion, celebration. Just tunnel vision and I am happy with it,” said Fils, who let the emotion emerge again with a mighty chest thump after putting away match point.