Agreement aims to kick beef export goals

CEMENTING Southeast Asia as an export destination for Australian beef is the aim of a sporting partnership with the ASEAN Football Federation.

The partnership sees Aussie Beef, within Meat and Livestock Australia’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 commercial partner.

According to Meat and Livestock Australia, 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” last year.

The new partnership is said to provide a powerful platform to build consumer recognition, strengthen trade relationships and support demand for Australian beef.

MLA general manager of international markets Andrew Cox said the partnership brought together food and football to connect with consumers across Southeast Asia.

“Food and football both have a unique ability to bring people together across cultures and communities,” Mr Cox said.

“Through ASEAN United FC, Aussie Beef can connect with consumers through moments they care deeply about, while reinforcing the quality, taste and trust that underpin Australia’s global red meat reputation.

“This partnership will support MLA’s broader market development and B2B engagement across Southeast Asia, while helping position Australian beef as a premium protein of choice for the region’s growing middle class.”

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.

AFF president Khiev Sameth said the partnership reflected shared values between Australian beef and ASEAN football.

“We are delighted to welcome Meat & Livestock Australia and Aussie Beef into the ASEAN football family,” Major General Sameth said. “As communities across Southeast Asia place increasing importance on healthy, considered lifestyle choices, Australian beef is rapidly establishing itself as a trusted household name.

“This partnership reflects a shared commitment to excellence, performance and wellbeing – values that resonate strongly both on and off the pitch.”