AFC Club Anthems

The Asian Football Confederation (AFC) is the governing body for Asian football, beach soccer, and futsal. With 47 member associations spanning from West to East Asia, including Australia, Cambodia, Iran, Afghanistan, China, Japan, Pakistan, and Palestine, the AFC is truly diverse. In 2024, the confederation is rebranding, now featuring three men's tiers and the all new Women's Champions League. We were tasked by the AFC to create the new anthems and sonic logos for these leagues—our most ambitious creative project yet.

Uniquely distinctive, yet part of the AFC family

The AFC’s sonic identity captures the premium quality and excitement of these competitions, with its assets being distinctive, memorable, and instantly recognisable.

Each anthem and sonic logo embodies the unique character of its respective league, yet they all share a cohesive sound that unifies them within the AFC brand. At the heart of each anthem is a catchy, distinctive melody, which serves as the core sonic logo, driving the spirit of each piece.

Capturing the star quality of Asian talent

The AFC had the ask of a premium, bold, and energetic sound, so it made sense to bring these attributes out with the passion and human emotion of live strings, brass, and choir. Given that the tournament celebrates Asian talent, we collaborated with musicians from the AFC regions.

Asia’s first major women’s football competition—it was crucial for us to amplify women’s voices as well as being seen on the pitch. We recorded 102 voices in Colombo, Sri Lanka, marking one of the largest recordings of this nature ever undertaken in the country. The strings and brass were recorded in Sydney, Australia, adding a dynamic, grand quality to the anthems.

Bringing out the action and emotion on the pitch

The result is four anthems and sonic logos crafted with players and fans in mind, meant to resonate with the moment players step onto the pitch, where they are in their careers and the emotions they feel.

We’d like to thank the AFC for the incredible opportunity to create a soundtrack that accompanies the unforgettable experiences these competitions bring.

AFC Case Study Film coming soon.