April 22 – Japanese sports marketing giant Dentsu has renewed its deal with The Asian Football Confederation (AFC), continuing as its commercial partner for the 2021-24 rights cycle.
Dentsu have managed AFC rights for the past two decades, said the AFC, who welcomed the renewal of the partnership at a time that sees unprecedented development and expansion of the AFC’s competitions despite the global pandemic.
The exclusive deal will give Dentsu Japanese rights to all major national team and club competitions, including Asia’s flagship national team competitions – the AFC Asian Qualifiers – Road to Qatar, the AFC Asian Cup China 2023, the AFC Women’s Asian Cup India 2022 and the AFC Champions League.
Football Marketing Asia (FMA) is 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. FMA is rapidly expanding the AFC’s footprint and media visibility, in Europe in particular.
Dato’ Windsor John, the AFC General Secretary, said: “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.
“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.”
No value was given for the renewal. This year Japan’s FA are celebrating 100 years since their foundation in Tokyo. It is a year that will see the country host both an Olympic football tournament as well as, in November, the Club World Cup – a property that Dentsu created with FIFA.
“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,” said John.
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