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AFC appoints swift commercial partner replacement for Football Marketing Asia

Dubai-registered Asia Football Group replaces will take over for the remainder of former agency partner's contract.

19 September 2023 Josh Sim
The AFC has announced Asia Football Group as its new commercial partner.

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The Asian Football Confederation (AFC) has announced the Asia Football Group (AFG) will be its new exclusive commercial partner following the termination of its deal with Football Marketing Asia (FMA).


  • AFG to take over for the 2023 to 2028 term vacated by FMA with immediate effect
  • Dubai-registered firm to handle the confederation’s new and current commercial partnerships, with all existing deals to remain in place
  • FMA staff will reportedly transition to AFG


The AFC ended its partnership with FMA earlier this month, citing the need to navigate ‘new challenges and opportunities’ that had arisen in a ‘rapidly evolving post-pandemic commercial environment’.

AFG’s experience in producing a wide array of services was cited by the federation to allow for a ‘smooth transition’, and it will take on the remainder of FMA’s contract, which was reportedly worth US$4 billion when it was announced in 2018.

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The AFC said its new commercial agreement would allow it to continue investing into its member associations and regional bodies, deliver its competitions, grow its fanbase and foster a sustained soccer community in Asia.

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