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.