AFC outlines commitment to expand ‘fan-first’ strategy

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The AFC further outlined its commitment to confirm football as the continent’s number one sport, through an expanded ‘fan-first’ digital strategy.

The AFC Media and Communications Committee recently held their second meeting for the term of 2019-2023, with engagement figures of the AFC’s digital platforms in 2020 surpassing those of the previous year.

Chairperson of the committee, Ganbaatar Amgalanbaatar, said: “As you know, COVID-19 has disrupted our competitions and fixtures, but I am pleased to note that it has not affected our ability to engage with Asia’s passionate fans.

“We should be proud that the engagement numbers in 2020 has surpassed 2019, which was an AFC Asian Cup year. We have seen a 202% increase on our English sites and 876% on the Arabic website. We have also seen 91% of our traffic coming via mobile devices and a really impressive 30% of female engagement.

“This is the result of the ‘fan-first’ digital strategy that was approved by this Committee at our first meeting and congratulations to you all. We must continue to ensure that we deliver the best outcome for our Member Associations, the AFC as well as to our fans and importantly, potential commercial partners.”

To build on the momentum and reach of its fan-first approach, the committee approved the AFC’s social media strategy for 2021-2024.

The strategy looks to engage Asia’s passionate fans through quality content on appropriate platforms, with the aim of benefitting AFC and its Member Associations.

The committee also agreed on the creation of the Editorial Board for the 2023 AFC Asian Cup in China, with members from both the AFC and the Local Organising Committee.

The members in the Editorial Board will play a significant role in delivering an integrated digital fan engagement strategy, for the upcoming tournament.

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Juventus FC confirms 2025/26 Jeep & Visit Detroit shirt deal

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Image Credit: Juventus FC website

Juventus FC has unveiled a landmark dual front-of-shirt sponsorship deal for the 2025/2026 season, with both jeep and Visit Detroit set to appear a co-branded collaborators across the club’s men’s, women’s, and Next Gen sides. The announcement marks a first for Serie A and European football, as a destination marketing organisation (DMO) joins a top-tier club’s shirt sponsorship.

The agreement builds on Jeep’s long-standing connection with Juventus, dating back to 2012, while welcoming Visit Detroit — the world’s first convention and visitors bureau — in a bold move to merge global tourism promotion with elite football.

Shared Shirt Real Estate, Expanded Global Reach

Under the agreement:

  • Jeep and Visit Detroit will co-feature on the front of Juventus’ domestic kits
  • Jeep retains sole front-of-shirt rights for international fixtures

The co-branding strategy reflects a broader shift in club commercial models, as Juventus looks to diversify revenue streams, grow its global footprint, and strengthen ties to the North American market.

Breaking New Ground in Tourism & Sport

While tourism boards have collaborated with clubs before, this is the first time a CVB has secured front-of-shirt branding at this level — signalling the rise of cross-industry partnerships blending travel, sport, and city branding.

The deal also aligns with Juventus’ push to build deeper connections in the U.S., where Serie A’s popularity continues to climb.

A Shared Focus on Innovation and Reach

All three parties — Juventus, Jeep, and Visit Detroit — say the collaboration is grounded in shared values: innovation, community, and global ambition. Jeep brings legacy and loyalty, while Visit Detroit represents a fresh, lifestyle-led approach to brand engagement.

Both brands will benefit from:

  • Widespread global exposure across multiple teams
  • Integrated marketing and activation opportunities
  • Hospitality and fan engagement initiatives in Italy and abroad

A Sign of Things to Come

Juventus’ new sponsorship model reflects broader commercial trends in football: dual-brand kits, destination marketing, and increased U.S. market integration. The agreement could set the stage for similar deals, especially among clubs seeking to balance heritage brands with emerging categories like tourism and experiential branding.

‘Football For Good’ partnership launched by PFA and Juan Mata’s ‘Common Goal’

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'Football For Good' partnership launched by PFA and Juan Mata's 'Common Goal'
Credit: Professional Footballers Australia (PFA)

Professional Footballers Australia (PFA) has announced a partnership with Juan Mata’s ‘Common Goal’, which aims grow and support the ‘Football For Good’ community in Australia.

This collaboration is the first of its kind between Common Goal and a players’ association, and it aims to tap into football’s potential to create real social impact—both in Australia and around the world.

The partnership was officially launched at a media event in Sydney on last Tuesday afternoon.

As part of the agreement, PFA and Common Goal will work together to:

  • Raise awareness about the Football For Good community among socially conscious and community-focused Australian footballers;
  • Host ‘Football For Good’ events and fundraising campaigns; and
  • Use the PFA’s Footballers’ Trust to help identify and support community projects that players can contribute to.

Australian footballers will also be encouraged to get involved by pledging 1% of their football earnings to Common Goal, or by donating any amount to causes they care deeply about.

All contributions will go toward supporting PFA-accredited grassroots and community-led organisations that use football to create positive social change.

These include:

  • Australian Blind Football
  • Football Empowerment
  • Football Futures
  • Football United (Creating Chances)
  • Heartbeat of Football
  • John Moriarty Football
  • One Ball
  • PlayrProject
  • Pride Cup
  • Reflect Forward
  • Transplant Australia Football Club

 

Western Sydney Wanderers midfielder Juan Mata, who co-founded Common Goal in 2017, was on hand to help launch the partnership and share the message of using football as a force for good.

“Australia has a passionate football culture and has an incredible opportunity to lead with purpose,” Mata said in a press release

“Through this partnership with the PFA, we want to inspire Australian players to see how they can use their platform to make a meaningful difference in their communities and beyond.”

Common Goal Advisory Co-Chair and founder of Football United, Anne Bunde-Birouste highlighted the importance of the partnership.

“Professional player engagement is paramount to supporting our work with children and young people for the inspiration they bring,” Bunde-Birouste said in a press release.

“This world-first collaboration will greatly enable Australian players to get involved with football for good organisations, helping us help our communities through the magic of football.”

A growing number of Australian footballers have already joined Common Goal, including Alex Brosque, Caitlin Foord, Aivi Luik, Angela Beard, Winonah Heatley, Izzy Dalton, Libby Copus-Brown, and Alex Chidiac.

Here in Australia, the initiative is backed by the PFA’s Footballers’ Trust, which gives players a way to donate a portion of their football earnings to causes they care about.

Since launching in 2019, the Trust has helped direct $500,000 in player contributions to 24 different charities, human rights groups, inclusion initiatives, and football-based programs both locally and overseas.

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