August 5 – The AFC may not have resumed its international competition calendar yet as its member associations focus on their national leagues, but it has moved its commercial activity forward with the announcement of Saran Media International as a new partner.
Saran will be the AFC’s exclusive new media partner in Kyrgyz Republic, Tajikistan, Turkmenistan, and Uzbekistan, as well as Kazakhstan from 2021 to 2024. The deal covers the AFC’s World Cup Qatar 2022 Asian Qualifiers Final Round, the AFC Champions League and the AFC Cup from the 2021 season, the AFC Asian Cup China 2023 and the AFC U23 Championship Finals in 2022 and 2024.
It is a significant partnership for the AFC as it will increase their media distribution and production capabilities within the Central Asian region, particularly through Saran’s owned and operated pan-regional TV channel Alma Sport as well as their own OTT offerings.
Dato’ Windsor John, the AFC General Secretary, said: “We are delighted with this exclusive partnership in Central Asia, a region with a rapidly growing passion for Asia’s number one sport. We are confident that Saran Media International will bring AFC competitions closer to the millions of fans in the region.
“Once again the AFC thanks them for the confidence they have shown in the future of Asian football. We look forward to sharing some historic moments with the region’s football-loving viewers as the game in Asia moves into a new era.”
Saran were brought into the AFC fold via the AFC’s new global rights commercial representative Football Marketing Asia.
Patrick Murphy, Board Member and CEO at Football Marketing Asia, said: “We are confident that Saran Media International will further strengthen the presence of high-quality Asian football in the region with its top-notched services.”
The Central Asian markets are an important fit for Saran that has long had a stronghold and been a leader it its domestic Turkish broadcast markets
“Despite the unprecedented turbulent times due to the global pandemic, this deal further confirms our commitment to the long-term business strategy in Central Asia. We are excited to add this valuable inventory into our existing extensive portfolio of premium sports,” said Selim Usta, Head of Sports at Saran Media International.
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