Meat & Livestock Australia (MLA) has partnered with the ASEAN Football Federation to promote Aussie Beef across Southeast Asia’s top football competitions under the ASEAN United FC banner.
The deal covers four major tournaments and provides access to a highly engaged audience across one of Australia’s fastest-growing export markets, where beef exports reached record values in 2025.
MLA says the partnership will strengthen brand recognition, support trade relationships and position Australian beef as a premium protein for the region’s growing middle class.
