AFC Asian Cup
Designed to feel confident, contemporary and full of energy, and shaped by a vision to inspire the next generation of footballers and fans across the Continent, the bold and contemporary visual identity reflects the unique spirit and culture of the hosts, while also celebrating the unifying power of Asian football.
AFC President Shaikh Salman bin Ebrahim Al Khalifa said: “The AFC Asian Cup Saudi Arabia 2027™ will be an incredible celebration of football and culture, and today’s brand reveal is a significant milestone in bringing that vision to life. It reflects the Kingdom’s heritage and modernity while also showcasing the tournament’s inspirational nature, and we are confident it will resonate with our passionate fans across Asia and beyond.”
At the heart of the identity is the official logo, which combines a distinctive wordmark with the iconic trophy symbol that is rooted in Najdi stepped geometry—a distinctive architectural and decorative style found only in the Kingdom of Saudi Arabia. This geometric language, traditionally seen in carved patterns, woven Sadu textiles and regional ornamentation, features a stepped structure that conveys rhythm and balance while reflecting a cultural aesthetic that is both unmistakably Saudi and proudly Asian.
The logo is complemented by patterns that echo the architectural language of Najdi design and the sense of openness found in traditional Saudi craft; used in homes and doorways through generations, it conveys the welcoming nature of Saudi Arabian people and their hospitality.
#AsianCup2027: A Spark Over Asia
Evolving from the trophy symbol is the graphic device, a core expression of the AFC Asian Cup Saudi Arabia 2027™ identity that provides a flexible visual toolkit for every application. Complementing this, a colour palette inspired by the Kingdom’s character and landscape provides clarity, distinction and consistency through modern and grounded tones, further reinforcing a strong tournament identity.
The brand platform is guided by the Uniquely Saudi narrative, which expresses the hosts’ authenticity and confidence, while its extension Built to Inspire Asian Generations strengthens the concept by placing people at the heart of the narrative. Together, both pillars frame the AFC Asian Cup Saudi Arabia 2027™ as a powerful meeting point between culture and competition.
The unveiling, which took place during half-time of the AFC U23 Asian Cup Saudi Arabia 2026™ Final at the Prince Abdullah Al-Faisal Sports City Stadium in Jeddah on Saturday, was accompanied by a short film titled A Spark Over Asia. Symbolising the energy, anticipation, and unity that the AFC Asian Cup™ brings to millions of fans across the Continent, the film depicts a luminous spark weaving through moments of everyday life and football passion, before transforming into the Saudi Arabia 2027 logo.
The AFC Asian Cup Saudi Arabia 2027™ will be staged from January 7 to February 5, 2027 across three cities—Riyadh, Jeddah and Al Khobar—and feature Asia’s top 24 men’s national teams as they strive for ultimate glory.
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