By Paul Nicholson
November 26 – The Asian Football Confederation (AFC) has announced a groundbreaking broadcast and sponsorship partnership with China Mobile Migu, one of the world’s largest companies.
The agreement covers the AFC’s 2021 to 2024 rights cycle and will include the AFC Asian Cup which will be hosted by China in 2023.
While broadcast rights are at the heart of the deal – which is a regional partnership for the Chinese market – what makes it stands out is China Mobile Migu’s world leading technological innovation and digital platforms that will give fans in China a unique football experience.
Dato’ Windsor John, the AFC General Secretary, said: “This deal demonstrates the tremendous value and huge appeal of the AFC’s competitions and we thank China Mobile Migu for the confidence they have shown in Asian football.
“We look forward to generating and sharing historic moments with China PR’s football-loving audiences by embracing the best available platforms and technology as the game in Asia moves into a new era.”
China Mobile Migu is the first-ever Official Regional Partner of AFC National Team Competitions in China and marks a significant commercial breakthrough for the AFC in the country whose sponsors have been more FIFA focussed in recent years, but have the upcoming opportunity provided by the home hosting of the Asian Cup in 2023.
The deal covers all major AFC national team and club competitions including the AFC Asian Qualifiers – Road to Qatar Final Round, the AFC Asian Cup China 2023 and the AFC Champions League 2021-2024.
The deal negotiations were led by Super Sports Media and Football Marketing Asia (FMA), the AFC’s new commercial agency. Yu Lingxiao, CEO of Super Sports company and chairman of FMA – A Super Sports Company, said: “The AFC organises the most important football tournaments in Asia. We will continue to promote the partnership between the AFC and China Mobile Migu in areas across broadcasting, event staging and marketing promotion.
“We will cooperate with the AFC to explore the 5G application and broadcasting technology innovation to bring fans a new experience of watching football live and at home in the future.”
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