Sports media giants Dentsu enters into agreement with AFC

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The Asian Football Confederation (AFC) have announced a commercial agreement with sports media giants Dentsu which will see the agency become the exclusive marketer of the AFC’s commercial properties in Japan.

Dentsu Inc. is the number one advertising and media agency headquartered in Japan with a far-reaching global network that provides support for marketing, business DX and growth strategy formulation to the biggest brands around the world and in football.

The agreement comprises the AFC’s major national team and club competitions, including Asia’s flagship competitions national team competitions – the AFC Asian Qualifiers – the road to the 2022 World Cup in Qatar, the AFC Asian Cup China 2023, the AFC Women’s Asian Cup India 2022 and the continent’s premier club competition – The AFC Champions League.

A new deal being struck continues the long and successful relationship between the AFC and Dentsu Inc., who have represented the AFC and managed its commercial rights exclusively in Japan over the last two decades.

AFC General Secretary Dato’ Windsor John acknowledged the exciting opportunities that the continued agreement offers the AFC.

“The AFC is delighted to welcome Dentsu Inc. to the ever-growing family of commercial partners for the 2021-24 period, as our exclusive commercial agency in Japan,” he said.

“Japan are one of the most successful footballing nations in both the men’s and women’s game, not only in Asia, but also across the globe. This is a significant agreement that paves the way for millions of passionate fans in Japan to access and engage with the AFC’s world-class competitions.

“We are thankful to Dentsu Inc. for their continued investment in Asian football, and with their extensive background and long history in marketing football in Asia and Japan, we are confident that they will play a pivotal role in driving the interest and consumption of Asia’s finest competitions amongst one of the most passionate fan bases across the Continent.”

Football Marketing Asia (FMA) remains the AFC’s exclusive agency for all commercial rights worldwide, excluding Japan and (in relation to the sale of media rights) the Middle East and North Africa (MENA) region.

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Labor announces campaign promise for Football facility upgrades in Hepburn Shire

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Soccer Facilities Set for $1.2 Million Upgrade in Hepburn Shire
Image Credit: Poppy Pix/ Shutterstock

The growing participation of women and girls in soccer throughout the Hepburn Shire is set to receive a significant boost, with two local facilities earmarked for major upgrades.

Member for Ballarat Catherine King announced the funding commitment which targets Victoria Park in Daylesford and the Doug Lindsay Recreation Reserve in Creswick.

This funding is totalled at $1.2 million should the Federal Labor Government secure re-election on May 3. These upgrades address critical infrastructure shortfalls that have hindered growth in female participation.

Labor Federal MP Catherine King, who has held the Labor ‘stronghold’ seat since the 2022 election has been vocal in her support for women’s football and the struggles faced.

“The current situation where women and girls are forced to use men’s changerooms, cars or old sheds for match preparation is simply not acceptable in modern sport,” King commented via The Ballarat Times.

“These clubs have created welcoming environments that women and girls want to be part of, and these upgrades will provide the facilities they deserve.”

The Daylesford and Hepburn United Soccer Club, which currently supports approximately 150 players including 40 female participants, has been forced to implement membership caps due to inadequate pitch capacity.

The proposed reconfiguration at Victoria Park will deliver two senior-sized pitches, accommodating the surge in junior and women’s participation.

Meanwhile, at the Doug Lindsay Recreation Reserve, funding will enable the construction of additional female-friendly changing facilities for both players and officials.

The commitment reflects the changing landscape of Australian soccer, with female participation rates continuing to climb nationwide.

Local sporting administrators have welcomed the announcement, noting that inadequate facilities have long been identified as a significant barrier to growing female participation in grassroots sport.

These election commitments would be delivered in accordance with Commonwealth Grants Rules and Principles should the Albanese Government secure another term.

The need for development of local facilities has become more evident and pressing. Most amateur clubs primary funding for upgrades is through government grants.

Sport is such an integral part of the Australian landscape and the need for fair opportunity for women gains momentum, promises like this hold great hope for people and lasting positive impacts.

As the most played sport in the state and Australia, especially among women, its positive to hear that, like other codes football is getting the recognition and support it deserves.

DAZN turns down LFP proposal to end Ligue 1 broadcasting deal

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Image credit: DAZN

Broadcaster DAZN has rejected a proposal brought forward by the French Professional Football League (LFP) to terminate its five-year broadcasting deal for Ligue 1 after one season.

The sports streaming platform originally signed a five-year deal worth AUD $715 million (€400 million) a year to broadcast eight out of the nine Ligue 1 matches each week.

But with fewer subscribers than expected — reportedly only around 500,000, far below the 1.5 million needed to break even, the company has been pushing to renegotiate the deal.

In February, DAZN held back half of a AUD $125 million (€70 million) payment, accusing the LFP of not doing enough to fight piracy.

It also criticised the league and clubs for not promoting its broadcasts or collaborating on content.

The LFP responded by taking legal action, and DAZN eventually made the payment by the end of the month.

In March, both sides entered mediation to reach a compromise.

According to several reports, the proposed solution would have DAZN pay the league AUD$250 million (€140 million) — covering the full amount owed for this season — plus up to AUD$223.6 million (€125 million) in compensation for next season.

After that, the deal will officially end at the close of the current season.

This week, Ligue 1 clubs voted in favour of the proposal but DAZN has now rejected it, paving the way for possible legal action.

As a result, the LFP released a statement regarding DAZN’s rejection of the proposal.

“LFP Media notes the failure of the mediation initiated at the beginning of March 2025,” they said in a press release.

“The contract binding the parties remains in force and LFP Media expects its partner to fully fulfil all of its obligations in this regard.”

Before the mediation process began, DAZN had demanded AUD $1.025 billion (€573 million) in compensation from the LFP, accusing the league of not living up to its end of the deal.

In response to the LFP, DAZN released its own statement.

“After four months of discussions — including six weeks of mediation — initiated in good faith by DAZN and involving several proposals, the mediation unfortunately did not succeed in sufficiently bridging the gap between the parties,” they said following the LFP’s statement.

“It has therefore not been possible at this stage to reach an agreement for an amicable resolution of the situation.”

DAZN’s rejection of the deal has effectively ended the mediation process, with negotiations between the streaming service and the LFP now finished.

However, reports from France indicate that the two sides are expected to meet again on April 30th, the deadline for DAZN’s next payment for the current season.

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