Aussie Beef partners with ASEAN’s leading football competitions
Australian Beef has been announced as the Official Beef Partner of Southeast Asia’s four premier football competitions, strengthening Meat & Livestock Australia’s (MLA) market development efforts across one of Australia’s most important export regions.
The partnership sees Aussie Beef, within MLA’s international Aussie Beef & Lamb brand, align with the ASEAN Football Federation’s (AFF) flagship tournaments, including the ASEAN Hyundai Cup™, ASEAN Club Championship Shopee Cup™, ASEAN Women’s MSIG Cup™ and ASEAN U 23 Championship™ – collectively branded as ASEAN United FC. The agreement was concluded by SPORTFIVE, the AFF’s exclusive commercial partner.
Southeast Asia is among the fastest-growing markets for Australian beef and a major contributor to export growth, with Australian beef exports reaching record values in 2025. The new partnership provides a powerful platform to build consumer recognition, strengthen trade relationships and support demand for Australian beef across the region.
MLA’s General Manager of International Markets Andrew Cox said the partnership brings food and football together to connect with consumers across Southeast Asia.
“Food and football both have a unique ability to bring people together across cultures and communities,” Mr Cox said.
“Through ASEAN United FC, Aussie Beef can connect with consumers through moments they care deeply about, while reinforcing the quality, taste and trust that underpin Australia’s global red meat reputation.
“This partnership will support MLA’s broader market development and B2B engagement across Southeast Asia, while helping position Australian beef as a premium protein of choice for the region’s growing middle class.”
Australian beef is recognised globally for its rigorous production standards, traceability systems and farm to plate integrity.
The Aussie Beef brand serves as a trusted mark for both trade and consumers, reinforcing Australia’s reputation as a reliable supplier of high quality red meat.
AFF President Major General Khiev Sameth said the partnership reflects shared values between Australian beef and ASEAN football.
“We are delighted to welcome Meat & Livestock Australia and Aussie Beef into the ASEAN football family,” Major General Sameth said.
“As communities across Southeast Asia place increasing importance on healthy, considered lifestyle choices, Australian beef is rapidly establishing itself as a trusted household name.
“This partnership reflects a shared commitment to excellence, performance and wellbeing – values that resonate strongly both on and off the pitch.”
SPORTFIVE Asia President and Chairman Seamus O’Brien said the partnership provides significant reach across a highly engaged audience.
“We’re delighted to have Aussie Beef join the growing family of ASEAN United FC partners,” Mr O’Brien said.
“Across the four leading competitions, MLB will gain exposure to nearly one billion viewers, delivering direct access to ASEAN’s passionate football fan base and the rising middle class driving demand for premium food products.”
Activation across the ASEAN United FC platforms will support consumer engagement campaigns and targeted trade and foodservice activity, further strengthening Australian beef’s presence in Southeast Asia.
For more information on MLA’s international marketing activities please visit | Aussie Beef & Lamb
Check out Episode 7 of MLA’s popular On The Ground podcast which discusses this announcement and MLA’s broader activities throughout Southeast Asia.
