November 18 – The Asian Football Confederation (AFC) have secured a new long-term media rights partnership with Migu, the digital content arm of China Mobile, in a deal that will make the platform the home of Asian football in China from 2025/26 to 2028/29.
Announced at the 2025 Migu Ecosystem Conference, the agreement hands Migu exclusive coverage of a sweeping portfolio of AFC competitions – from World Cup qualifying and the Asian Cup to elite club tournaments – delivered through its Migu Video platform.
From the AFC’s perspective, the tie-up provides guaranteed reach in one of the world’s biggest digital markets – whilst Migu adds a top-tier football offering to a sports catalogue that already spans 30 categories and more than 9,000 events across mobile, smart TV and VR.
The package covers the AFC Asian Qualifiers – Road to 26, the AFC Asian Cup Saudi Arabia 2027, the AFC Women’s Asian Cup Australia 2026 and the AFC Women’s Olympic Qualifiers for LA 2028. It also includes the full slate of youth and futsal tournaments, spanning the men’s and women’s U23, U20 and U17 Asian Cups, as well as the Futsal Asian Cup.
On the club side, Migu will carry the AFC Champions League Elite, AFC Champions League Two and the AFC Women’s Champions League from 2025/26 through 2028/29 – a crucial cycle as the AFC beds in its revamped club competition structure.
With Chinese broadcasters historically dipping in and out of AFC rights, the deal represents significant stability for the Confederation and a clear bet from Migu on Asian football’s growth trajectory.
AFC General Secretary Datuk Seri Windsor John said: “China PR is home not only to some of Asia’s finest teams and clubs, but also has an enthusiastic fanbase, so we are delighted to welcome Migu as our latest partner to our media rights family.
“We look forward to working together with Migu to bring the AFC’s best-in-class competitions closer to our passionate supporters in China PR and further strengthening the stature of Asian football through their innovative and engaging platforms.”
Patrick Murphy, CEO of Asia Football Group (AFG), commented: “We are thrilled to welcome Migu to the AFC commercial family. Their deep understanding of the Chinese digital landscape and commitment to innovation will ensure that fans across China PR enjoy seamless and engaging access to the AFC’s competitions. This partnership is a testament to the growing appeal of Asian football and our shared vision for its future.”
Contact the writer of this story, Harry Ewing, at [email protected]
