PhinDeli becomes the first-ever Official Regional Partner of
the AFC Asian Qualifiers in Vietnam

The Asian Football Confederation (AFC) has today announced its partnership with PhinDeli, a leading instant coffee brand in Vietnam, for the AFC Asian Qualifiers – Road to QatarTM from 2021 to 2022.

By sponsoring the competition, PhinDeli will capitalise on the enthusiasm, which is poised to reach an all-time high in the country, following the Vietnam men’s national team’s historic qualification for the highly anticipated final round of the AFC Asian Qualifiers and its upcoming campaign to secure a spot in the FIFA World Cup Qatar 2022.

PhinDeli is the first Vietnamese brand to sponsor the AFC Asian Qualifiers – Road to QatarTM and as such is committed to bringing exciting digital content to fans all over the country. PhinDeli will also enjoy prominent in-venue brand exposure via innovative LED and virtual signage at certain matches featuring the Vietnam national team.

Dato’ Windsor John, the AFC General Secretary, said: “The AFC is delighted to welcome PhinDeli into the AFC’s family of reputable partners who continue to recognise the undeniable stature of the AFC’s competitions.

“From their historic qualification to the Quarter-finals of the AFC Asian Cup in 2019 to securing their first-ever spot in the final round of the AFC Asian Qualifiers, few nations have enjoyed such an impressive rise on the Continental stage in recent years than Vietnam.

“We are grateful to PhinDeli for underlining their faith in the AFC and we are confident that this partnership will provide an excellent opportunity and platform for both the AFC and PhinDeli to engage with more fans and consumers than ever before.”

Mr Ton That De, CEO of Nova Consumer Group, added: “We are very proud of the Vietnamese national team’s unprecedented success in qualifying for the final round of the AFC Asian Qualifiers. Football ignites national pride and helps connect millions of passionate supporters like no other sport.

“Our partnership with the AFC provides PhinDeli with a unique opportunity to authentically connect with fans of Asian football. No matter who you are, wherever you are, whenever you get out to the football pitch or attend a match in the stadium – everyone shares a love and passion for the sport.

“As a coffee brand who believes in and promotes authentic connections among people, we are looking forward to inspire communities to continue their support and to fuel their excitement for a historic World Cup qualification campaign.”

Patrick Murphy, Board Member and CEO at FMA, commented: “We are delighted to welcome PhinDeli as Vietnam’s first Official Regional Partner of the AFC Asian Qualifiers – Road to QatarTM. The competition will provide PhinDeli a strong platform to communicate their brand and to engage fans of Asian football in the country. Our teams are looking forward to a dynamic collaboration with PhinDeli.”

About the AFC

The Asian Football Confederation (AFC) is the governing body of Asian football and one of the six Confederations making up FIFA. Established in 1954, the AFC is headquartered in Kuala Lumpur, Malaysia, and comprises 47 Member Associations. The AFC organises the AFC Asian Cup and the AFC Women’s Asian Cup, which are the flagship Continental national team competitions, while the AFC Champions League is the premier competition for Asian clubs, drawing millions of fans to the beautiful game across the length and breadth of the Continent and beyond.

About PhinDeli

In 2021, PhinDeli Company has become a brand of Nova Consumer Group (a member of the NovaGroup ecosystem). PhinDeli manufactures and sells packaged instant coffee, roast and ground coffee as well as operates a chain of lifestyle coffee outlets nationwide under the same brand name. The tagline of PhinDeli is “Cà phê thật – Kết nối thật”, which translates into “Authentic Coffee – Authentic Connection”.

About Football Marketing Asia (FMA)

Football Marketing Asia (FMA) is the exclusive commercial partner of the Asian Football Confederation (AFC) for the rights cycles 2021-2024 and 2025-2028 (excluding (i) Japan in the case of media and certain sponsorship rights; and (ii) MENA in the case of media rights). FMA is headquartered in Hong Kong S.A.R., with offices in the Middle East, Southeast Asia and China PR. FMA combines unparalleled global football experience with in-depth Asian know-how and expertise.