July 9 – The Asian Football Confederation (AFC) has awarded CBS Sports the exclusive English-language rights in the United States to the 2027 AFC Asian Cup in Saudi Arabia and the 2028 AFC Under-23 Asian Cup. 

Under the agreement, every match from both tournaments will stream live on Paramount+, while the bigger fixtures will also air on CBS Sports Network and the free-to-air CBS Sports Golazo Network. 

The deal reflects the growing commercial value of Asian football in the United States, where interest in the sport has surged during the 2026 FIFA World Cup – and a rising tide raises all ships. That interest is expected to persist ahead of the 2028 Olympic Games in Los Angeles. 

The agreement is another opportunity for Saudi Arabia to project itself to international audiences through football. The kingdom has spent a fortune on football, acquiring the hosting rights for the World Cup 2034 and building its domestic league with Ballon d’Or winners on eye-watering contracts as it seeks to strengthen its international image through sport and its famous faces. 

There is the argument that those investments amount to sportswashing, with football becoming one of the centrepieces of that strategy.  

The expanded U.S. distribution gives the 2027 Asian Cup a significantly larger platform in one of football’s most enthusiastic media markets. 

AFC General Secretary Datuk Seri Windsor John said: “Our partnership with CBS Sports accelerates our mission to bring Asian football to a global audience. As the ongoing FIFA World Cup 2026 demonstrates, the U.S. is a rapidly expanding football market. The AFC Asian Cup Saudi Arabia 2027 promises to be our best edition yet, and with the Los Angeles 2028 Olympics on the horizon, we are confident Paramount+ and CBS Sports will deliver world-class coverage, bringing the passion and drama of the AFC’s premier national team competitions to millions of fans across the United States.” 

Dan Weinberg, Executive Vice President of Programming at CBS Sports, said: “CBS Sports is proud to showcase the AFC action across our platforms, as these elite Asian nations continue to make their mark on football’s biggest Continental stage. Paramount+ is the premier and must-have destination for soccer fans in this country, and the addition of both high-stakes tournaments provides even more value to subscribers.” 

Patrick Murphy, Chief Executive Officer of Asia Football Group, added: “We are delighted to welcome CBS Sports back as our broadcast partner in the USA, this time for the AFC Asian Cup Saudi Arabia 2027 and the AFC U23 Asian Cup 2028, two marquee competitions on the AFC calendar. We are thrilled to bring the pinnacle of Asian football to fans in the United States on Paramount+ alongside such a reputable and trusted partner.” 

Contact the writer of this story, Harry Ewing, at [email protected]