The AFC has named Aveeno® as the Official Regional Partner in Australia for the AFC Women’s Asian Cup 2026™, reinforcing a shared mission to empower women and promote well-being. The partnership highlights the brand’s commitment to confidence and self-care as Asia prepares for its biggest women’s football tournament from March 1–21, 2026.
In a move that further strengthens the momentum behind women’s football in Asia, the Asian Football Confederation (AFC) has announced global skincare brand Aveeno® as the Official Regional Partner in Australia for the AFC Women’s Asian Cup Australia 2026™, marking a key collaboration ahead of what is expected to be the most significant edition of the tournament to date. The partnership brings together two organisations united by a shared focus on empowerment, wellness, and community, reflecting a broader evolution in how global brands engage with women’s sports.
Scheduled to be held from March 1 to 21, 2026, the AFC Women’s Asian Cup Australia 2026™ will bring together the continent’s most accomplished female footballers, showcasing extraordinary talent, athleticism, and diversity on an international stage. As the tournament continues to grow in stature, audience reach, and commercial appeal, the AFC has been strategic in aligning with partners that can elevate the event’s visibility while contributing meaningfully to the development of the women’s game in Asia. Aveeno®, a brand known for its commitment to skin health and confidence, fits squarely within that ambition.
For Aveeno®, the partnership extends beyond traditional sponsorship. Positioned as a champion of health and well-being, particularly among women and young athletes, the brand intends to use the collaboration to highlight the importance of confidence and self-care—values that resonate deeply in both athletics and everyday life. As the Official Regional Partner, Aveeno® will have a presence across the tournament’s marketing and promotional efforts, offering opportunities to engage directly with fans, athletes, and the larger community that supports the rising profile of women’s football.
AFC General Secretary Datuk Seri Windsor John expressed strong enthusiasm for the collaboration, stressing its significance not only for the tournament but for broader continental ambitions. He noted that the AFC’s partnership with Aveeno® reflects shared goals of providing world-class platforms for female athletes and deepening engagement with the expanding fan base that has transformed women’s football into a rapidly growing global movement. To him, the commitment from Aveeno® underscores the belief that the future of women’s football in Asia is promising and that investment from trusted global brands can accelerate progress at every level.
From the AFC’s perspective, the 2026 tournament is more than a sporting competition; it represents an ongoing push to elevate the status and opportunities available to women athletes across Asia. The previous editions of the Women’s Asian Cup have seen record broadcast figures, unprecedented fan involvement, and the emergence of new regional stars. Australia hosting the 2026 edition brings additional visibility, given its reputation as a dynamic football market and its recent success in hosting major sporting events, including the FIFA Women’s World Cup 2023™. Against this backdrop, securing Aveeno® as a partner adds another dimension to the tournament’s growing prestige.
For Aveeno®, the partnership is an opportunity to show solidarity with athletes who embody strength, resilience, and determination—the same qualities the brand champions through its messaging. Hanna Fold, Business Unit Director for Personal Care at Kenvue, the company behind Aveeno®, emphasised that the collaboration allows the brand to connect with an expanding and vibrant community of women and girls who draw inspiration from sport. She highlighted that the values showcased by footballers—teamwork, courage, empowerment—align closely with Aveeno®’s mission to help individuals feel more confident and comfortable in their own skin. Her comments suggest that Aveeno® is looking to play a role not only as a sponsor but as a supporter of the holistic well-being of athletes and fans alike.
The partnership also strengthens the involvement of AFG, the AFC’s commercial partner, which plays a vital role in expanding the commercial ecosystem around Asian football. Commenting on the development, AFG CEO Patrick Murphy described Aveeno® as a natural fit for an event that celebrates women and wellness. He underlined that the brand’s dedication to self-care aligns seamlessly with the values embedded in the AFC Women’s Asian Cup, particularly as the tournament seeks to inspire the next generation of players and fans. Murphy’s remarks indicate a shared vision that extends beyond commercial interests and into cultural impact, community upliftment, and long-term development.
The AFC Women’s Asian Cup Australia 2026™ is set to be a landmark moment for the sport, with increasing attention from international broadcasters, corporate partners, and global football bodies. Women’s football is experiencing a transformational shift worldwide, with soaring viewership numbers, improved pay structures, rising sponsorship investment, and strong grassroots participation. Asia, home to some of the world’s most competitive women’s teams, including Japan, China PR, South Korea, and Australia, is a crucial driver in this global wave of change. The upcoming tournament is expected to reflect this surge, with streamlined tournament design, enhanced fan engagement, and stronger digital storytelling.
Against this landscape, Aveeno® joins a growing list of brands investing in women’s football as a platform for meaningful, values-driven partnerships. The involvement of a wellness-focused brand adds an interesting dimension to the tournament’s narrative, reinforcing the message that supporting women athletes also means supporting their mental and physical well-being. It also represents a broader cultural shift where companies are increasingly seeking to engage with sports properties that align with social purpose.
The AFC, over recent years, has amplified its commitment to gender equality and player development through initiatives aimed at improving training opportunities, strengthening coaching frameworks, and expanding youth programmes. By welcoming partners such as Aveeno®, the organisation is sending a clear message that the future of women’s football in Asia will be built through collaboration, innovation, and shared values. The tournament’s success, therefore, is not only measured in goals or trophies but in the community impact it creates for players, supporters, and emerging talents.
As anticipation builds for March 2026, the partnership between the AFC and Aveeno® symbolizes a moment of convergence between sport, health, and empowerment. It highlights how the growth of women’s football is opening new avenues for engagement, connecting global brands with local communities in ways that extend far beyond the pitch. Aveeno®’s presence as an Official Regional Partner reflects a belief that the AFC Women’s Asian Cup Australia 2026™ will not only be a sporting spectacle but also a cultural milestone that continues to expand the reach and influence of women’s football across Asia and beyond.
With passion for the game soaring and institutional support deepening, the tournament is poised to deliver an unforgettable celebration of skill, unity, and resilience. For the AFC and Aveeno®, the collaboration marks the beginning of a shared journey that champions the spirit of women’s sport and the power it holds to inspire millions.
