AFC President: AFC Asian Cup Saudi Arabia 2027™ Brand Identity Inspiring, Captures Asian Fans’ Passion

President of the Asian Football Confederation (AFC) and Senior Vice President of the Fédération Internationale de Football Association (FIFA) Shaikh Salman bin Ebrahim Al Khalifa attended the unveiling ceremony of the visual identity for the AFC Asian Cup Saudi Arabia 2027™, held on the sidelines of the AFC U23 Asian Cup final between Japan and China yesterday at Prince Abdullah Al Faisal Sports City Stadium in Jeddah.
 Al Khalifa expressed his pleasure at the launch of the AFC Asian Cup Saudi Arabia 2027™ visual identity, stressing that the occasion marks a renewed starting point on the Kingdom of Saudi Arabia’s journey toward hosting the jewel of AFC tournaments.
 He said: “The AFC Asian Cup Saudi Arabia 2027™ will be an exceptional celebration of football and culture, and today’s unveiling marks a pivotal milestone in bringing this vision to life. It reflects the Kingdom’s heritage and modernity at the same time, and highlights the inspiring character of the tournament. We are confident it will resonate widely with our passionate fans in Asia and beyond.”
 The AFC, in collaboration with the Local Organizing Committee (LOC), unveiled the new visual identity for the 19th edition of Asia’s premier football tournament, with less than one year remaining until kickoff.
 The identity embodies confidence, modernity, and energy, and was developed to inspire the next generation of players and fans across the continent. It reflects the host nation’s unique spirit and culture while celebrating the unifying power of Asian football.
 The unveiling event also featured a short film titled “Spark Across Asia,” depicting the anticipation, unity, and passion surrounding the AFC Asian Cup 2027™ through the journey of a glowing spark moving through daily life and football moments before transforming into the Saudi Arabia 2027 emblem.
 At the heart of the identity is the official emblem, which combines a distinctive wordmark with the iconic trophy symbol inspired by stepped Najdi geometry—an architectural and decorative style unique to the Kingdom of Saudi Arabia. This geometric language, historically found in engraved motifs, Sadu textiles, and regional ornaments, conveys rhythm and balance while expressing a distinctly Saudi aesthetic with an Asian dimension.
 The emblem is complemented by decorative patterns inspired by Najdi architecture and traditional Saudi crafts, reflecting openness and hospitality—values deeply rooted in Saudi culture.
 The trophy symbol also serves as the primary graphic element of the AFC Asian Cup Saudi Arabia 2027™ identity, forming a flexible visual system adaptable across various applications. A color palette inspired by the Kingdom’s landscapes further reinforces the identity through balanced, modern tones that ensure clarity, cohesion, and distinction.
 The brand is guided by the concept of “Saudi uniqueness,” reflecting the authenticity of the host nation, while the theme “Designed to Inspire Asia’s Generations” places people at the heart of the narrative, positioning the tournament as a meeting point between culture and competition.
 The AFC Asian Cup Saudi Arabia 2027™ will take place from January 7 to February 5, 2027, in Riyadh, Jeddah, and Al-Khobar, with 24 Asian men’s national teams competing for the continent’s most prestigious football title.