5th AFC Coach Education Conference Sparks a Brighter Future

The 5th AFC Coach Education Conference wrapped up successfully on Thursday in Kuala Lumpur, Malaysia, reaffirming the Asian Football Confederation’s (AFC) commitment to boosting the performance of Asian teams on the world stage.

Over three days, the conference featured a series of engaging presentations addressing key topics essential to advancing coach education programs across the AFC’s Member Associations (MAs).

Under the theme ‘Shaping the Future of Coach Education,’ the event kicked off on Tuesday with AFC Technical Director Andy Roxburgh delivering a keynote speech titled ‘Tomorrow’s Coaches’. His address sparked a lively dialogue among attendees, setting a collaborative tone for the conference.

Day two began with a comprehensive session on the UEFA Coaching Convention’s membership criteria, which included discussions on running national coaching courses and increasing the number of female tutors within MA coaching structures.

This session led to in-depth conversations about the unique needs of each association, the value of practical learning, diverse leadership approaches, and embracing new technology.

A standout moment was the panel discussion on the ‘Emotions in Football’ initiative, featuring experts from Qatar Football Association, Aspire Academy, AFC grassroots development, and the Education 4 Peace Foundation. The panel emphasised the vital role of social responsibility within football.

Head of Coach Education at the Football Association of Singapore and former Bolton Wanderers defender, Hasney Aljofree, praised the conference.

“It’s been a fantastic few days with top-tier information sharing. The collective knowledge exchange clearly shows what we are working to achieve together,” he said via press release.

“Having played professionally and now working as an educator, this conference supports my role as football evolves — especially with the pressures players face today through social media and constant public scrutiny.”

The conference also offered an opportunity for coaching tutors to receive updates on the AFC–Japan Football Association Women’s Pro Diploma Course, currently progressing towards its final module.

The final day featured presentations from Saudi Arabian Football Federation Technical Director Nasser Larguet and Football Association of Ireland Head of Coach Education Niall O’Regan, who shared their experiences and sparked further vibrant discussions.

Coach Education Instructor at Football Australia, Faye Chambers, reflected on the conference’s impact to the program.

“The AFC Coach Education Conference has not only enabled us to exchange ideas but also hear of success stories which undeniably motivate MAs in improving their existing programs,” she said via press release.

“Moreover, a lot of work is being done to empower more women coach educators through exclusive courses, and the impact can clearly be seen, as over the years, more and more women are taking up leadership roles in football, which is a clear indication of the progress being made on the Continent.”

This conference not only strengthens coach education across Asia but also paves the way for a brighter, more inclusive future for football in the region.

Image credit: Vitalii Vitleo / Shutterstock.com

UEFA has confirmed that Coca-Cola will once again serve as an official global sponsor for UEFA EURO 2028, marking the company’s 11th consecutive tournament. This partnership, which began in 1988, celebrates a 40-year milestone in one of European football’s longest-standing commercial relationships.

Under the renewed agreement, Coca-Cola will serve as the official non-alcoholic beverage sponsor of UEFA EURO 2028, set to take place across the United Kingdom and the Republic of Ireland.

The deal grants Coca-Cola exclusive pouring rights at all nine host stadiums, visibility in official fan zones and villages, LED pitch-side branding, as well as global digital rights and fan engagement initiatives.

40 Years Strong: Coca-Cola and UEFA Unite Fans Worldwide

UEFA’s Executive Director of Marketing, Guy-Laurent Epstein, highlighted the impact and longevity of the collaboration.

“Since 1988, Coca-Cola has been a proud supporter of the UEFA European Football Championship. Together, we have created lasting memories across generations. As we embark on our 11th consecutive tournament together, we look forward to delivering even more memorable experiences for supporters,” he said via press release.

Javier Meza, Marketing President for Coca-Cola Europe, described the renewed deal as a key element of the brand’s wider experience-focused marketing strategy.

“UEFA EURO 2028 will mark 40 years of Coca-Cola’s collaboration with UEFA. We will proudly refresh and inspire fans in stadiums, fan zones, and at home. This partnership supports our mission to bring people together, and we look forward to creating uplifting experiences that bring fans even closer to the action,” he said via press release.

Attendees will have access to a range of Coca-Cola beverages, including Coca-Cola, Powerade, water, and ready-to-drink coffee and fruit-based drinks, with options available in low-sugar and sugar-free varieties.

Coca-Cola has played a part in many of the tournament’s most memorable moments, from the 1988 finals in West Germany to recent editions featuring advanced digital activations.

The company will leverage its rights across retail, live events, digital platforms, and in-venue experiences, advancing from traditional stadium advertising to a multi-channel approach to engage consumers.

Image credit: Macarthur Bulls FC

Macarthur Bulls FC has confirmed a colloboration with DLK Advisory, who will come on board as a corporate partner backing the Club’s business and networking events for the coming two seasons.

DLK Advisory, known for its accounting and tax services across family groups, SMEs, government, not-for-profits, and major corporations, will support the Bulls’ expanding business network by enhancing the Club’s corporate events that connect sponsors, partners, and stakeholders throughout South West Sydney and beyond.

As a key element of the affiliation, DLK Advisory will team up with the Bulls’ commercial department to create quality networking experiences that reinforce relationships within the Club’s corporate network and spotlight the energetic, forward-thinking business community linked to the A-League.

Reflecting on the new alliance, David Lilja, Director of DLK Advisory, shared his excitement about the collaboration and the values both organisations bring to the deal.

“We are proud to partner with the Macarthur Bulls as they continue to inspire their supporters and the wider community,” he said via press release.

“This partnership provides a wonderful platform to introduce our refreshed brand, DLK Advisory – a firm built on trust and driven by excellence.

“We provide strategic accounting and tax solutions to a diverse range of clients, and like the Bulls, we are committed to performance, teamwork, and achieving outstanding results. We look forward to supporting the club’s success this season.”

Mark Jensen, Chief Commercial Officer of Macarthur Bulls FC, highlighted the value DLK Advisory will bring to the club’s growing corporate network.

“DLK Advisory are a fantastic addition to the Bulls family, their expertise will add real value to our corporate events program, ensuring our partners and stakeholders have meaningful opportunities to connect, share ideas, and grow together,” he said via press release.

“This partnership reflects our commitment to delivering a first-class experience on and off the field.”

The accord with DLK Advisory opens new opportunities for the Bulls to connect with the business community, fostering innovation, growth, and shared success throughout the region.