AFC digital platforms break records

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The Asian Football Confederation (AFC) has reached several milestones for its digital platforms, achieving a high amount of growth despite the suspension of fixtures.

The AFC had implemented a ‘fan-first’ digital strategy which proved to be successful, the 2020 figures so far have surpassed the number of engagements the AFC’S website and social platforms received in 2019.

Traffic on the AFC website increased by 185.5% between the last AFC Champions League match before lockdown on March 4 and the restart of the tournament on September 14.

The Arabic website of the AFC saw a 410.9% increase in traffic while over 10 million people engage with AFC polls across social media.

The AFC said that traffic had been strong in Vietnam, Iraq, Jordan, Palestine, Indonesia and Lebanon.

“Keeping our fans engaged with Asian football during the time when the AFC Competitions were postponed was a key objective and I am delighted to see the growth that the AFC has achieved,” Dato’ Windsor John, the AFC General Secretary, said in a statement.

“Now that our club competitions are beginning to return, we believe that the mix of live content alongside the very popular fan focused content of the last six months will drive the continued expansion of the AFC’s digital properties.”

On Wednesday, the AFC also thanked the Qatar Football Association and Qatari authorities for their efforts in hosting the opening match days of the AFC Champions League (West) group.

“The experience of all the participants – teams, officials, match officials and staff – has been outstanding from a world leading airport, to smooth and efficient immigration, to some of the best hotels in Asia, to cutting edge training facilities and now matches have been played in state-of-the-art stadiums with the very latest technology,” the AFC said in a statement.

“The medical support provided by the Qatari authorities in safeguarding the health and welfare of all the participants during this difficult time of the COVID-19 pandemic has demonstrated that Qatar’s non-football care is also exceptional.”

Qatar will host the FIFA World Cup in 2022. Three stadiums will be used for the FIFA World Cup – Khalifa International Stadium, Al Janoub Stadium and the Education City Stadium were used for the AFC Champions League.

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AFC anti-doping webinar aims to modernise practices

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Image Credit: Asian Football Confederation Website

The Asian Football Confederation (AFC) wrapped up the AFC Member Association Anti-Doping Programme webinar on Monday, highlighting the confederation’s desire to strengthen the honour and fairness of football in Asia.

With 40 Member Associations (MAs) present, the AFC’s webinar was designed to educate MAs on the recently implemented AFC Anti-Doping Activities and Monitoring System, a broad sweeping process aiming to standardise anti-doping practices across the confederation.

Designed to modernise Asian anti-doping practices, the AFC Anti-Doping Activities and Monitoring System is helping to transition MAs from paper-based data collection to digital alternatives. Through this, MAs will be able to observe and record doping activities far easier and will be in compliance with the AFC Anti-Doping Regulations and World Anti-Doping Code.

The AFC Anti-Doping Activities and Monitoring System also includes a number of tools to help boost MAs anti-doping effectivity, such as real-time data submission and secure access controls. Additionally, the system includes provisions to conducting educational programs, recording anti-doping violations, and programme testing.

Saudi Arabian Football Federation Medical Committee Member, Dr. Khalid Awad, outlined the importance of the anti-doping webinar.

“It was a pleasure to be part of the discussions and to learn more about this new system. I feel it has great potential to strengthen collaboration among MAs,” he said in a press release.

“We can use the platform not only to safeguard the integrity of our sport but also to develop more ways to educate ourselves and help our athletes perform at their highest levels.”

Pakistan Football Federation Chief Medical Officer, Dr. Muhd Azam Khan expressed his satisfaction for the AFC’s commitment to modernising anti-doping practices in Asia.

“This is an excellent step by the AFC to digitise records. It will serve as a stimulus for the growth and development of MAs,” he said via press release.

“Additionally, I am confident it will motivate us to organise more capacity-building initiatives in our respective federations.”

The webinar also allowed the AFC and MAs to share the discoveries of a recent AFC survey, which aimed to discover the unique problems each MA has in regard to doping in football.

Nine eyes Optus Sport as Stan Sport expansion opportunity

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Image credit: Optus Sport website

Nine Entertainment is reportedly in discussions to acquire Optus’ sports streaming service, Optus Sport, as part of plans to strengthen its own Stan Sports platform.

This would include handing over the rights to the Premier League, which has been the main selling sport in Optus’ sports streaming subsidiary.

According to the Australian Financial Review (AFR), Nine initiated talks in December, while Optus has been seeking buyers for the service since late 2023.

Optus Shifts Focus Back to Core Business

Optus initially launched its sports streaming service to diversify revenue streams and complement its telecommunications offerings. However, the company has decided to refocus on its core operations and move away from content-based ventures.

In recent years, Optus Sport has opted not to renew broadcast rights for major competitions such as La Liga and the UEFA Champions League, reflecting a strategic shift towards cost-cutting and prioritising its core telecommunications business.

Additionally, the service has seen its subscription price increase from $14.99 to $24.99 over the past two years. Optus also introduced charges for its customers, who previously enjoyed complimentary access to the platform, further signalling its move away from subsidised content offerings.

Nine’s Strategy to Stay Competitive

Acquiring Optus Sport would enable Nine to secure key sports rights, including the English Premier League and FA Cup, while expanding its subscriber base.

This move comes as the Australian streaming landscape becomes increasingly competitive, with international player DAZN poised to enter the market.

DAZN, which recently acquired Foxtel in a AU$3.5 billion deal, is expected to make a significant impact when it launches locally later this year.

Stan Sports: Building a Robust Portfolio

Stan Sports currently holds the rights to premium events such as the Olympic Games, UEFA Champions League, and several rugby union and tennis properties.

Adding Optus Sport’s rights would bolster its offerings and help Nine contend with rivals like Paramount+, BeIN Sports, Amazon Prime, and free-to-air broadcasters.

Consolidation on the Horizon

Australia’s crowded sports media market is ripe for consolidation, with multiple players vying for lucrative rights deals.

Free-to-air broadcasters have maintained a strong foothold, supported by Australia’s anti-siphoning laws, which ensure key events remain available outside paywalls.

Conclusion

While Nine has declined to comment on the AFR report, Optus noted it routinely reviews its businesses to ensure they deliver value.

As the market evolves, this potential acquisition could be pivotal in shaping the future of Australian football broadcasting.

As it stands, the average Australian consumer requires at least four subscriptions to watch every European competition and each of the Top 5 leagues which remains a frustrating solution to legal broadcasts in the country.

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