March 4 – The Asian Football Confederation (AFC) World Cup qualifying competition has gained a new backer, with food delivery giant Keeta signing on as an Official Global Supporter.
The partnership kicks off on March 20, 2025, when the qualifiers resume for matchday seven, bringing Keeta into the heart of one of Asia’s biggest football competitions.
A key brand under Meituan, China’s dominant food delivery service, Keeta has been expanding rapidly into markets like Hong Kong and Saudi Arabia. Now, it’s turning to football as a way to serve up its brand to millions of fans across the continent.
As part of the deal, Keeta will be responsible for delivering the match ball to the pitch before key fixtures. As to be expected, the partnership also promises fresh fan engagement initiatives, aiming to make the qualifiers an even bigger spectacle.
AFC General Secretary Datuk Seri Windsor John said: “With a record minimum of eight Asian teams poised to qualify for the FIFA World Cup 2026, the worldwide focus on the expanded AFC Asian Qualifiers – Road to 26 format has never been stronger.
“We are delighted to welcome Keeta to our family of valued partners, and we look forward to working with them to create more engaging and historic moments for our passionate fan base of Asian football.”
Tony Qiu, CEO of Keeta and VP of International Business at Meituan added: “Football has the power to unite people, and at Keeta, we’re excited to be part of that energy. Partnering with the AFC allows us to connect with fans in a meaningful way while delivering a seamless food experience that complements the thrill of the game.
“We look forward to engaging with audiences through special promotions and activations that bring together two universal passions—great food and great football.”
Patrick Murphy, CEO of the Asia Football Group (AFG), finished: “We are delighted to welcome Keeta as an Official Global Supporter of the AFC Asian Qualifiers – Road to 26. As the competition gets more exciting, it is a great time for us to work together to leverage this moment to create memorable experiences for millions of fans worldwide who will be tuning in to support their national teams. We thank Keeta for its trust and collaboration in establishing this partnership.”
Contact the writer of this story, Harry Ewing, at moc.l1741094176labto1741094176ofdlr1741094176owedi1741094176sni@g1741094176niwe.1741094176yrrah1741094176
