US SPORTSWEAR giant Nike has extended its sponsorship of the Asian Football Confederation (AFC).
The agreement covers all AFC national competitions, including the AFC Asian Cup – Asia’s top sporting event – as well as the qualifying tournaments for the 2014 FIFA World Cup and 2016 Olympic Games. The AFC club programme, which includes the AFC Champions League, is also part of the deal.
While terms of the renewal remain undisclosed, the deal will run until at least 2015 to cover the Rio 2016 qualifying tournament. Frontloaded estimates Nike will pay the AFC between $1m and $2m per year.
Nike has worked with the AFC in the capacity of official partner since 2005 and will continue to be the official and exclusive matchball provider for all national and club competitions.
The brand’s presence in Asian football is further enhanced by partnerships with national associations including South Korea, Qatar and Australia, all of which fall under the widespread membership jurisdiction of the AFC.
“Nike believed in the potential of Asian football when our alliance started in 2005,” said Zhang Jilong, acting president of the AFC. “Nike’s commitment is a good testimony to the great appeal of AFC tournaments as a superior marketing platform.”
Singapore-based sports agency World Sport Group (WSG) has worked with the AFC since 1993 to improve the governing body’s stature as a sponsorship property and to drive commercial revenue.
WSG brokered the renewal agreement with Nike and has negotiated other major sponsorships for the AFC, including deals with global brands such as Emirates and Toyota.
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG