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.
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.
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.