ASEAN Football Federation signs partnership extension with SPORTFIVE

Following the extension, SPORTFIVE will continue to be the exclusive commercial rights agency of the AFF in a long-term marketing agreement until 2032.

The governing body for football in Southeast Asia, ASEAN (Association of Southeast Asian Nations) Football Federation (AFF) has signed a partnership extension with the global sports marketing agency, SPORTFIVE.

Following the extension, SPORTFIVE will continue to be the exclusive commercial rights agency of the AFF in a long-term marketing agreement until 2032.

With this partnership extension, AFF will be able to capitalise on the success of its renowned championships and explore new opportunities to enhance the sport through SPORTFIVE.

Through this renewal of association, SPORTFIVE is expanding to include the AFF U23 Championship and the AFF Women’s Championship. The sports marketing brand will continue to own all commercial and media rights to the AFF Championship. The new deal serves as a testament to the previous successful relationship while also showcasing the entity’s ability as one of the top sports marketing firms worldwide.

AFF President, Major General Khiev Sameth, said, “We are delighted to be extending our relationship with SPORTFIVE until 2032 for the benefit of the AFF. As an agency operating worldwide with local presence and deep knowledge of the ASEAN landscape, SPORTFIVE has demonstrated their expertise and capability over the years in developing partnerships and commercial products that bring long-term value for AFF and our partners alike. I am excited that our collaboration will now extend to the Under 23 and Women’s tournaments and I am confident that SPORTFIVE’s extensive global network and influence within the industry will help propel AFF to greater heights and deliver commercial stability.”

Stefan Felsing, Chief Executive Officer at SPORTFIVE, said, “We are honoured to have renewed and extended our partnership with AFF for an additional 8 years starting from 2025. As one of the most progressive football organisations in Asia, AFF has an aspirational plan to grow the depth and importance of ASEAN football, not just in the region, but also on the world stage. AFF is an extremely valued rights holder partner of SPORTFIVE and our relationship is of global importance to us. To have AFF reappoint us as its exclusive commercial agency once again speaks volumes of the trust and confidence the AFF Council have placed in us. We will continue to focus on our collaboration with the AFF and enhance the footprint and commercial relevance of the various competitions even more”. 

He further stated, “I am convinced that our vast experience and local presence across the APAC region in combination with our global sales capabilities are assets that are highly beneficial for the AFF and will ensure commercial success and ongoing product innovations in the future. We look forward to continuing our journey to grow ASEAN football together with AFF in the coming years.”

SPORTFIVE is an international sports marketing firm that offers customer-centred solutions built on transparency and trust, extensive industry knowledge and connections, digital intelligence, and innovation. It unites companies, rightsholders, media outlets, and fans in a smart and innovative way to allow modern collaborations in sports.

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