Anytime Fitness Becomes AFC Women’s Asian Cup 2026’s Official Regional Partner

In a deal brokered by AFG, Anytime Fitness has become the Official Regional Partner of the AFC Women’s Asian Cup Australia 2026. 

Under the deal, Anytime Fitness is poised to back campaigns that focus on strength, community, and leadership both on and off the pitch.  Anytime Fitness is set to fuse its branding into the Official AFC Women’s Asian Cup 2026 Volunteer Programme, which will be promoted as the “Official AFC Women’s Asian Cup 2026 Volunteer Programme Powered by Anytime Fitness.” This campaign will boost recognition and support that nurtures confidence, empowering volunteers to become ambassadors of health and wellness.

The mass gym brand will also play a massive role in recruiting centre circle banner bearers for match days, with branding on their uniforms, further underlying support for teamwork, confidence, and leadership.

The AFC Women’s Asian Cup Australia 2026 which will be held across five venues in Sydney, Perth and Gold Coast from March 1 to 21, is forecasted to be a historic event. It is set to attract record crowds to catch the passion and athletic prowess of Asia’s elite female footballers. 

Beyond the competition itself, the event will focus on building a deeper connection to movement, wellness, and sport, inspiring not only women and girls, but everyone to embrace healthy, active lifestyles and the confidence gained through sport.

AFC General Secretary Datuk Seri Windsor John stated, “Both the AFC and Anytime Fitness share common outcomes in inspiring and engaging with the community through sport, in particular, football and fitness, and we are delighted to welcome them as the Official Regional Partner of the AFC Women’s Asian Cup Australia 2026.”

“Our aspirations for the Continent’s premier women’s national team competition are clear – to elevate the women’s game to new heights of excellence, and our passionate volunteers have a crucial role in the successful delivery of the competition. We look forward to working together with like-minded organisations like Anytime Fitness to bring our bold ambitions to life.”

Caitlin Bancroft, Group Chief Brand & Marketing Officer, Anytime Fitness, added, “As Australia’s largest fitness network, Anytime Fitness is thrilled to be an Official Regional Partner for the AFC Women’s Asian Cup Australia 2026. It’s incredibly exciting to have this world-class tournament on home soil – a moment that brings people together, inspires the next generation, and celebrates the very best of football and fitness.” 

“We are proud to champion not only the athletes and teams who will take the field, but also the volunteers whose passion and commitment fuel every match, every moment, and every fan experience. We look forward to supporting and shining a light on the thousands of volunteers who will help make this event truly unforgettable.”

Patrick Murphy, CEO of AFG, echoed, “We are proud to partner with Anytime Fitness as we deliver a tournament that celebrates the power of sport to uplift and unite. Their reach across Australia and commitment to improving community wellbeing make them a powerful partner in delivering this tournament. Together, we look forward to elevating the experience for fans and volunteers and creating a meaningful legacy for football across the region.”

According to ASN data,  Football/Women has witnessed investment of almost US$472.6m in the Asian sponsorship market since Q123, with a quarterly average investment of almost US$39.4m during this period. The forecast for Q425 is poised to hit slightly over US$52.8m, almost 34.2% above the usual average, and boosted by key tournaments such as the AFC Women’s Asian Cup in 2026.