AFC Partners with Asia Football Group

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Kuala Lumpur, Sept 18: In a move aimed at fortifying its financial sustainability and advancing the growth of football in Asia, the Asian Football Confederation (AFC) is pleased to announce its exclusive commercial partnership with Asia Football Group (AFG) for the term spanning 2023-2028.
This strategic decision marks a pivotal moment for the AFC, setting the stage for a new era of commercial success.
About the AFC and AFG: The AFC, established in 1954, serves as the governing body for Asian football and is one of the six Confederations that constitute FIFA.
Headquartered in Kuala Lumpur, Malaysia, the AFC comprises 47 Member Associations and is known for organizing prestigious tournaments, including the AFC Asian Cup™, the AFC Women’s Asian Cup™, and the AFC Futsal Asian Cup™, which showcase the best in national team football and futsal across Asia. Additionally, the AFC Champions League™ stands as the premier competition for Asian club teams, attracting millions of fans both within and beyond the continent.
On the other hand, AFG, registered in Dubai, is an integrated sports marketing agency with a network of offices in Dubai, Hong Kong, and Singapore.
Driven by a shared passion for Asian football, AFG’s industry experts bring a wealth of experience in global, regional, and local sports properties to the table.
Their mission is to deliver exciting and engaging Asian football content to fans, whether on the ground, on screen, or online.
AFG’s value-focused solutions, rooted in optimal fan engagement and digital innovation, are designed to address the unique challenges faced by AFC sponsor and media partners.
The Partnership: The decision to partner with AFG came after rigorous evaluation and consideration of proposals from potential partners.
The AFC Executive Committee concluded that AFG’s expertise and vision not only align with the AFC’s wider objectives but also ensure continuity of service during this critical period, benefiting the AFC, its commercial partners, and football stakeholders.
This strategic alliance ushers in a new era for Asian football, with the AFC poised to continue its investment in Member Associations and Regional Associations, host its popular competitions, expand its fanbase, and nurture a thriving football community across the continent.
It solidifies the AFC’s commitment to securing its financial future and furthering the growth of the sport.
It’s worth noting that this partnership follows the termination of the AFC’s exclusive agreement with Football Marketing Asia (FMA), though no official reason was given for the termination.
The FMA website, once showcasing the partnership, now directs visitors to a contact page with all recognition of the previous partnership removed.
The AFC looks forward to a fruitful collaboration with AFG, confident that this partnership will elevate the game to new heights, continuing the remarkable success story of Asian football.
Together, they are set to redefine Asian football’s standing within the global football landscape, ensuring a brighter future for the sport in the continent and beyond.

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