ASEAN sub-regional federation goes all-in with Sportfive until 2032

May 22 – The ASEAN football federation (AFF) has extended its rights representation agreement with the sports marketing agency Sportfive until 2032.

Sportfive will continue as the exclusive commercial rights agency of the South-east Asian regional federation with a view to expanding the properties it represents.

Commercial and media rights include the flagship AFF Championship and expanded to include the AFF U23 Championship and the AFF Women’s Championship.

Stefan Felsing (pictured right), Chief Executive Officer at Sportfive, said, “We are honoured to have renewed and extended our partnership with AFF for an additional 8 years starting from 2025. As one of the most progressive football organisations in Asia, AFF has an aspirational plan to grow the depth and importance of ASEAN football, not just in the region, but also on the world stage.

A sub-region of the Asian Football Confederation (AFC), the AFF’s leading competition is the AFF Championship for men’s national teams that in 2022 entered its 14th edition and for the first time saw Mitsubishi Electric taking the title sponsorship.

AFF President, Major General Khiev Sameth (pictured left), said: “As an agency operating worldwide with local presence and deep knowledge of the ASEAN landscape, Sportfive has demonstrated their expertise and capability over the years in developing partnerships and commercial products that bring long-term value for AFF and our partners alike. I am excited that our collaboration will now extend to the Under 23 and Women’s tournaments and I am confident that Sportfive’s extensive global network and influence within the industry will help propel AFF to greater heights and deliver commercial stability.”

AFF members are Australia, Brunei, Cambodia, East Timor, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand, and Vietnam.

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