FIFA outlines future plans with media rights sales in Asia

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Image credit: Fabideciria / Shutterstock.com

FIFA has unveiled its new strategy with Infront Sports & Media to directly sell tournament media rights in the South and Southeast Asian markets following the conclusion of the latest FIFA World Cup sales cycle in Asia.

This approach allows FIFA to take full control over its media rights sales while building innovative and sustainable media partnerships for its rights across the region.

Currently, FIFA has only sold rights in Asia directly with Korea, Japan and Malaysia and they have recently appointed Infront to provide advisory support during the transition period of the new sales structure in South and Southeast Asia specifically.

Infront is a sports marketing company based in Zug, Switzerland – handling media and marketing rights for international sports events and federations while also providing sports services such as advertising and sponsorships.

The new advisory role will see Infront provide extensive market knowledge, established relationships and experience in selling FIFA and other premium rights throughout Asia. They will also show support throughout the 2024-2027 media rights sales cycle which will include the 2026 FIFA World Cup and 2027 FIFA Women’s World Cup.

FIFA Chief Business Officer Romy Gai spoke about new strategy with the Asian markets:

“The Asian market is a highly specific and strategically important region for FIFA and the new approach demonstrates our commitment to fully controlling our media right sales processes,” he said via media release.

“Our efforts will be complemented by our long-term partner Infront who will draw on its experience and track record in the region to support our go-to-market approach in selected key markets.”

Head of Football at Infront, Andreas Kaeshammer, discussed their collaboration with FIFA:

“Supporting the commercialisation of the most prestigious association football tournaments in the worlds is recognition of the quality of services we provide to top tier partners,” he added via media release.

“After being involved in the distribution of FIFA’s media rights for more than two decades in the new media advisory service role combines our global football rightsholder capabilities with our outstanding media sales experience in Asia.”

“We’re excited to help deliver FIFA’s events to an audience of over 2.5 billion people, underscoring the immense reach and impact of these tournaments in the Asian market.”

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Adelaide United renews StudyAdelaide partnership for Asian campaign

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Image Credit: AFC

Adelaide United has brought back a familiar commercial partner for its return to continental competition, with StudyAdelaide signing on as front-of-shirt sponsor for the club’s 2026/27 AFC Champions League Two campaign.

The partnership reconnects two South Australian organisations after StudyAdelaide previously featured on Adelaide United’s shirt during their 2010 AFC Champions League campaign.

Adelaide commenced their six-match group-stage campaign on Thursday at Hindmarsh, defeating Hong Kong’s Tai Po 3-0.

For StudyAdelaide, the value of the partnership extends beyond traditional football sponsorship. The organisation, a partnership between the South Australian Government and more than 50 education institutions, is using Adelaide United’s Asian competition to promote South Australia as an international study destination.

The club’s continental schedule provides exposure in several key Asian markets, with Adelaide travelling to face BG Pathum United in Thailand and Lion City Sailors in Singapore during the group stage.

StudyAdelaide chief executive Jane Johnston said the partnership would provide a great opportunity to connect with young people across Asia.

“Having StudyAdelaide featured throughout this international competition is a unique platform to connect with young people across Asia and highlight the many reasons South Australia is their best option to study, live and build a career,” Johnston said.

The deal illustrates how football’s international competitions can provide commercial value beyond traditional brand exposure, particularly for organisations looking to promote to a specific or new region.

The Reds’ ACL Two campaign continues against BG Pathum United in Thailand on October 15.

Arncliffe Aurora’s Riverine Park investment creates a platform for growth

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Image Credits: Arncliffe Aurora

Arncliffe Aurora Football Club has started a new chapter with the launch of Riverine Park, creating a larger platform for football, community engagement and long-term growth in Sydney’s St George region. More than 2,500 people attended the community opening on 8 August, marking the club’s first matches at its new home and showcasing a significant upgrade in its operating capacity.

Riverine Park provides two full-size natural turf football fields, modern player and community amenities, and a new clubhouse. The additional capacity responds to strong growth in Arncliffe Aurora’s football programs, particularly at junior level. The club has also highlighted a $2.5 million investment in facility upgrades. Together with its existing Arncliffe Park base, Riverine Park gives Aurora two homes and a stronger physical platform for its football operations.

More capacity allows the club to accommodate more teams, players and programs, while updated facilities can support stronger member retention and recruitment. They create more opportunities for coaching, development programs, events and community activities. The new site can also strengthen the club’s commercial proposition; a modern facility gives sponsors greater visibility and provides more opportunities to activate partnerships around football and community events. It can also help the club build relationships with schools, community organisations and football bodies. That matters as grassroots clubs increasingly operate as community hubs rather than simply sporting organisations.

Riverine Park also creates opportunities for the wider football ecosystem. Football St George has identified the facility as a platform to grow participation and provide opportunities for players of different ages, abilities and backgrounds. Bayside Council’s project includes upgraded change rooms, toilets, canteen facilities, lighting, seating and solar panels, adding further functionality to the precinct.

For Arncliffe Aurora, the investment is therefore about more than adding fields. It creates infrastructure that can support participation, player development, community programs and commercial activity over the long term. The challenge now shifts from construction to utilisation. The club must maximise the new capacity, maintain the assets and convert greater participation into a sustainable operating model to benefit the community long-term.

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