Asian Cup Saudi Arabia 2027 Unveils Official Brand Identity
Unveiled during the AFC U23 Asian Cup final, the new Asian Cup 2027 brand centres the trophy within a design inspired by Najdi architecture, Sadu textiles and regional ornamentation.
The official brand identity for the AFC Asian Cup Saudi Arabia 2027 was unveiled in Jeddah during half-time of the AFC Under-23 Asian Cup final. The reveal marks an early milestone in preparations for the continental tournament, which will be hosted by Saudi Arabia from January 7th to February 5th, 2027.
At the centre of the visual identity is the Asian Cup trophy, integrated into a distinctive wordmark based on Najdi stepped geometry. The design language draws from architectural forms and decorative patterns unique to Saudi Arabia, including carved motifs and woven Sadu textiles.
The brand platform is shaped around the ‘Uniquely Saudi’ narrative, with the official tagline ‘Built to Inspire Asian Generations’ emphasising people, culture and shared identity across the continent. According to local organisers, the visual system is intended to connect heritage with contemporary design while positioning the tournament as both a sporting and cultural event.
The AFC Asian Cup Saudi Arabia 2027 will be staged across three host cities: Riyadh, Jeddah and Al Khobar. Riyadh will host matches at five venues, including King Fahd Sports City Stadium, King Saud University Stadium, Imam Mohammed Ibn Saud University Stadium, Kingdom Arena and Al Shabab Stadium. In Jeddah, fixtures will take place at King Abdullah Sports City and Prince Abdullah Al Faisal Sports City Stadium. A new stadium in Al Khobar is also under development and is expected to make its debut during the finals tournament.
