CommBank Boosts Football Investment with AFC Women’s Asian Cup Sponsorship
CommBank has expanded its commitment to Australian soccer, becoming an official sponsor of the AFC Women’s Asian Cup. The partnership builds on the bank’s growing portfolio within the sport, signaling a strategic shift towards football as a key marketing pillar.
This sponsorship arrives as CommBank solidifies its position as a major force in Australian football, underscored by a recently secured six-year primary sponsorship deal with Football Australia. The move reflects a broader industry trend of financial institutions recognizing the increasing popularity and commercial potential of women’s sports, particularly soccer, and positions CommBank to capitalize on the growing fanbase and media attention surrounding the AFC women’s asian Cup.
CommBank’s existing soccer involvement includes naming rights partnerships with both the Australian men’s national team, the Socceroos, and the women’s national team, the Matildas – a relationship with the Matildas that has spanned the last four years and was extended through the new Football Australia agreement. The comprehensive deal with Football Australia encompasses all levels of the organization.
The bank’s increased focus on soccer has led to a recalibration of its sponsorship portfolio, with CommBank scaling back commitments to Cricket Australia in 2025 to prioritize investment in football.
The AFC Women’s Asian Cup sponsorship joins CommBank alongside a range of partners supporting the Asian football Confederation, including global supporters visa, Midea, and Kelme, and top-tier global partners Qatar Airways, Neom, and Credit Saison.
