AFC President lauds ASEAN unity

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AFC ASEAN
Image Credit: AFC

The Asian Football Confederation (AFC) President, Shaikh Salman bin Ebrahim Al Khalifa has celebrated the work of the ASEAN Football Federation (AFF) in a meeting with the Federation’s key leaders.

Speaking with AFF President Major General Khiev Sameth and AFF General Secretary Winston Lee, Shaikh Salman celebrated the AFF’s success as one of the leading Regional Associations in the AFC, linking the Federation’s strong sense of unity with its ability to effectively achieve shared goals to improve the standard of the game across Asia.

The AFC President also praised the Federation for the triumphant delivery of the ASEAN Mitsubishi Electric Cup in January, as well as the AFF’s other competitions including the new ASEAN Club Championship Shopee Cup 2024/25.

In a press release, President Shaikh Salman detailed the importance of the ASEAN Football Federation.

“As a Regional Association, the ASEAN Football Federation are amongst the pioneers in establishing top level competitions for their Member Associations and the fervent fanbase that has rallied so passionately around these regional platforms is indeed testament to the AFF leadership,” he said.

“Perhaps most encouraging of all is the expansion of these competitions to also include women’s football, age-group tournaments as well as futsal so it is clear that the beautiful game in ASEAN now has the potential to grow more systemically and holistically, further complementing the shared outcomes that we aspire towards as one Asian football family.

“In every way, under the wise leadership of Major General Sameth, the AFF has emerged as a model RA who have continued to serve as a thriving regional hub for its Member Associations to strengthen their capabilities and the AFC remains ready to assist them in realising their bold ambitions.”

The meeting also saw Major General Khiev Sameth thank the AFC President and Confederation for its assistance. In particular, Sameth highlighted the impact of the AFC Enhance program – a project which will double the Confederation’s support for Regional Associations.

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A-League Reaches Historic Goal Milestone as Viewership Surges

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A-League reach scoring and viewership record
Image Credit: IOIO IMAGES / Shutterstock.com

Just this week the Isuzu UTE A-League has announced it has reached the 500-goal mark in record time this season in line with another recent report of another increase of viewership for the a-league.

Highlighting an exciting period of growth for the competition both on and off the pitch.

Western Sydney Wanderers defender Alex Gersbach’s strike against Western United on Sunday became the 500th goal of the 2024-25 campaign.

The milestone was achieved after just 150 matches, making it the fastest the league has ever reached this tally, surpassing last season’s record of 152 matches.

The current season’s goal-scoring rate dramatically outpaces historical comparisons.

During the 2000-01 National Soccer League season, it took 159 games to reach 150 goals, while the 1996-97 campaign required 161 matches. The 2022-23 season needed 163 games to hit similar numbers.

This scoring record was presented the same time as the encouraging news on the viewership front.

The A-Leagues reporting an 11% increase to last season in total viewership audience for 10+ and 10 Play according to recent data shared by the competition.

The league viewership currently sits at 3.96 million nationally and is expected to hit 4 million people at the end of the season.

This is a record increase of viewership and shows the popularity of the sport in a very saturated sporting market.

The twin developments of record-setting goal production and increased viewership point to a positive trajectory for Australian football and its ability to be an enjoyable an action-packed season for audiences.

The growth of the viewership should be built upon in coming seasons and proves that the league is continuing to grow traction.

One must point out if there is a connection between the number of goals and the rise in viewership.

The spread of goals however points towards not a league with huge differing quality of teams.

Another point to highlight, is that viewership is high is also being backed up by the active support at the grounds.

Big matches such as the Sydney Derby has brought in huge numbers, however, it will be at the end of the season if we see an all -round rise in ground attendance.

With this year also capping of the largest increase in transfer revenue and playing minutes for under 23 players.

These results points towards a wealth of quality players who can excite the league and develop its quality.

Also, with this comes the opportunity for increased transfer opportunities, revenue streams and sponsorship deals.

The potential for this league and its increasing popularity is something that needs to be supported and developed in the coming seasons.

AS Monaco Signs Five-Year Deal with Mizuno for 2025/26 Season

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Image Credit: AS Monaco website

AS Monaco has entered a new five-year partnership with Mizuno, a Japanese sportswear manufacturer, that will become the club’s official technical equipment partner across all teams beginning 1 July 2025.

The agreement marks Mizuno’s first entry into Ligue 1 as a technical sponsor, continuing its strategic push into European football markets, where it already has a presence in Germany’s Bundesliga and Italy’s Serie A.

Comprehensive Supply and Distribution for AS Monaco and Mizuno

As part of the deal, Mizuno will supply match kits, training gear, and off-field apparel for all levels of the club. The partnership will also see the launch of premium merchandise lines, including lifestyle pieces and exclusive collections that combine Mizuno’s design philosophy with AS Monaco’s visual identity.

The collections will be available through Mizuno’s global retail network, helping the club connect with its growing international fan base, now exceeding 26 million social media followers.

For Mizuno, this partnership reinforces its long-term aim to re-establish its football brand presence across Europe by collaborating with historic, performance-focused clubs. The AS Monaco deal expands its footprint in France and strengthens its presence across multiple leagues.

Executive Insights: Looking Ahead to the 2025/26 Season

Mizuno EMEA Head of Sports, Mark Kaiway, highlighted the importance of the collaboration for brand growth and long-term positioning.

“We are thrilled and deeply honoured to announce our partnership with AS Monaco. At Mizuno, we are committed to delivering high-performance gear that empowers athletes to reach their full potential,” he said via press release.

“This collaboration represents a shared passion for excellence and we look forward to supporting AS Monaco as they continue to inspire fans around the world.”

AS Monaco CEO, Thiago Scuro, referred to the agreement as a key step in the club’s commercial development.

“We are proud of this future collaboration with Mizuno, an extremely innovative and creative brand with a unique history in football,” he said via press release.

“This partnership marks a new stage in the development of AS Monaco, and we are convinced that Mizuno will be able to support our aspirations and ambition.”

Both executives emphasised the partnership’s potential to extend beyond kit supply, exploring co-branded storytelling, fan engagement, and long-term retail initiatives.

Mizuno will begin supplying match and training kits to AS Monaco for the 2025/26 season, with the official unveiling of the new designs scheduled for the summer of 2025.

This collaboration includes support for the club’s academy system and association-level teams, reflecting a full-service technical sponsorship.

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