March 19 – The Asian Football Confederation (AFC) has signed a new partnership with leading Chinese fintech firm Du Xiaoman Technology, who will back the AFC Asian Qualifiers – Road to 26 as a Global Supporter.
The agreement will see Du Xiaoman Technology, a major player in China’s digital finance sector, work with the AFC to enhance fan engagement across Asia. The partnership includes a series of activations and live match experiences aimed at deepening connections with football fans in key markets.
The AFC Asian Qualifiers – Road to 26, which serve as the continent’s pathway to the FIFA World Cup 2026, attract millions of viewers and offer a valuable platform for brands looking to tap into the passion and scale of Asian football.
This deal adds to the AFC’s expanding roster of commercial partners and underscores the growing appeal of football as a vehicle for tech-driven companies to reach diverse and highly engaged audiences across the region.
AFC General Secretary Datuk Seri Windsor John said: “The AFC is delighted to welcome Du Xiaoman Technology as a Global Supporter of the AFC Asian Qualifiers – Road to 26 and we thank them for showcasing their confidence in the future of the Asian game.
“The enhanced qualification format has already elevated the levels of anticipation and competition for both our teams and passionate fans and we look forward to partnering with like-minded organisations such as Du Xiaoman Technology to create even more memorable experiences for all our valued stakeholders.”
Xinxin Cui, general manager of the brand marketing department at Du Xiaoman Technology noted: “Football embodies passion and dreams, which naturally align with our company’s philosophy of empowering micro- and small- business development. Moving forward, through the partnership with the AFC, Du Xiaoman Technology will identify breakthrough opportunities where technology enhances the sporting experience. We aim to deliver innovative financial solutions to benefit football fans while strengthening support for China PR’s football development.”
Contact the writer of this story, Harry Ewing, at moc.l1745058836labto1745058836ofdlr1745058836owedi1745058836sni@g1745058836niwe.1745058836yrrah1745058836
