The Asian Football Confederation (AFC), the governing body for soccer in Asia, has announced Kärcher as the new official sponsor of both the AFC Champions League and the AFC Cup.
Under the terms of the three-year deal, the German cleaning equipment manufacturer’s brand will feature prominently at more than 190 matches in stadia across the continent, in a move that, the AFC said, “will boost its brand recognition throughout Asia”.
In addition to perimeter advertising, the Kärcher brand will be visible on press conferences backdrops, in on-site TV commercials, in competition-related print materials, as well as online. Kärcher will also conduct promotional activities in fan zones at specific matches.
Windsor John, the AFC’s general secretary, said: “Kärcher are a world-renowned company and their commitment to supporting our club competitions is a clear demonstration of the faith they share in the future of football in Asia. We are delighted to have them as a partner and look forward to a long and successful relationship.”
Christian May, managing director of the Kärcher Group, added: “Kärcher and the AFC, this is a partnership that fits perfectly: highly dynamic, visionary and with the ability to inspire people. We are more than happy that with this extraordinary sponsorship in this exceptionally prosperous region of the world, we can help people to experience thrilling games with great teams.
“We believe in a promising future of Asian football – and are proud to be part of it for the next three years.”
Kärcher’s activities in sport have included acting as an official supplier of both the Rio 2016 Olympic Games and the Sochi 2014 winter Olympic Games. It also sponsors SC Freiburg and VfB Stuttgart of German soccer’s top-tier Bundesliga.