February 1 – The Asian Football Confederation (AFC), which is about to being a new commercial rights tender process, has announced German cleaning equipment company Kärcher as an official sponsor of both the AFC Champions League and the AFC Cup.
The three-year deal with Karcher will run until the end of the 2020 season and recognises a rapidly growing broadcast and sponsor interest in AFC competitions. The AFC is expected to publish its commercial rights sales tender for the two cycles between 2021 and 2028 in the next few days.
As part of its package of rights the Kärcher logo will feature on in-stadia signage at 190 matches across the continent as it builds its brand across the region. Other assets will include press conferences backdrops, on-site TV commercials, and competition-related print materials.
Dato’ Windsor John, the AFC General Secretary, said: “Kärcher are a world-renowned company and their commitment to supporting our club competitions is a clear demonstration of the faith they share in the future of football in Asia. We are delighted to have them as a partner and look forward to a long and successful relationship.”
No value has been given for the deal which comes under the umbrella of Lagardere Sport’s all rights representation deal that expires at the end of 2020. The AFC has said that the results of the new tender will be announced at the end of March.
Kärcher is not new to sports sponsorship but its activities in football have been focussed in Germany as sponsors pf SC Freiburg and VfB Stuttgart in the Bundesliga.
Christian May, managing director of the Kärcher Group, said: “We are more than happy that with this extraordinary sponsorship in this exceptionally prosperous region of the world, we can help people to experience thrilling games with great teams.
“We believe in a promising future of Asian football – and are proud to be part of it for the next three years.”
The AFC Champions League qualifying rounds completed this week with play offs for the final four teams to complete the group stage. The first round of group games in February 12.
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