AFC announces request for proposal for AFC Asian Cup China 2023TM Licensing & Merchandising Programme

The Asian Football Confederation (AFC), through its exclusive commercial agency Football Marketing Asia (FMA), is seeking a master licensee for the AFC Asian Cup China 2023TM Licensing & Merchandising Programme.

FMA has issued a Request for Proposal (RFP) for the Programme which focuses on the AFC Asian Cup China 2023TM, and includes the option for respondents to submit proposals for additional AFC national team and club competitions through to the end of 2024.

The AFC Asian Cup China 2023TM will showcase the region’s best football talent on the biggest Continental stage and provide the selected partner with the exclusive opportunity to engage with the 121 million people across the 10 host cities (Beijing, Shanghai, Tianjin, Chongqing, Chengdu, Xi’an, Dalian, Qingdao, Xiamen and Suzhou) and a total of 489 million people across their wider provinces.

Internationally, the selected partner will also have exclusive rights (other than in Japan) to further leverage the programme with the AFC’s huge national team football fanbase across Asia. The Licensing and Merchandising Programme rights will be granted on a co-exclusive basis in Japan.

Kelme, as the Official Match Ball and Sports Apparel sponsor of the Competition, is also the Official Licensee for the Official Match Ball (including replicas but excluding non-performance balls) and branded sports apparel.

The submission deadline is March 4, 2022 and any company wishing to participate or send responses can reach FMA at [email protected].

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 CupTM and the AFC Women’s Asian CupTM, which are the flagship continental national team competitions, while the AFC Champions LeagueTM 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 Football Marketing Asia

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.

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