AFC strikes key Korean deal with Coupang Play for 2025-28 cycle

April 27 – The AFC has added South Korea’s largest online retailer Coupang as a media partner via its fast growing Coupang Play streaming service picking up the exclusive broadcast rights to all AFC competition for the 2025-2028 cycle.

Coupang was founded in 2010 as an e-commerce platform, before building its Coupang Play streaming service that carries exclusive live sports, blockbuster movies, educational content as well as their own original productions.

Coupang rights include the AFC Champions League, the AFC Asian Cup 2027 in Saudi Arabia, the AFC Women’s Asian Cup 2026, the AFC Asian Qualifiers (FIFA World Cup 2026 Asian Qualifiers Final Round).

The streaming service’s football content includes the K League, and international football rights such as La Liga. Coupang Play is also the title sponsor and broadcaster for the Coupang Play Series this summer that will see Manchester City and Atletico Madrid paly pre-season friendlies in the country.

Datuk Seri Windsor John, the AFC General Secretary, said: “As one of the powerhouses of Asian football, Korea Republic represents a key market for the AFC as we look to deliver a new era of world-class competitions as underlined in the AFC’s Vision and Mission.

“The addition of Coupang Play to the AFC’s media partner family for the 2025 to 2028 cycle reinforces the steadfast confidence in the AFC’s brand and competitions and we look forward to working with Coupang Play to further engage and enthuse our passionate fans in the Korea Republic.”

The AFC said Coupang Play has committed to enhancing the coverage of national team and club competitions both through live and highlights programmes. In particular focus will be on the revamped club competition formats. South Korea’s men’s senior national team as well as certain other matches will also be covered on broad reach linear television in the country. No value was given for the deal.

Stephen Kim, Head of Coupang Play, said: “We are excited to share that Coupang Play’s coverage of football contents is expanding from K League games to national team matches of the AFC. We look forward to delivering even more football content for fans to enjoy in the future.”

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