The Asian Football Confederation (AFC) is set to tender its commercial rights for the 2029-36 period from December 15. This move will encompass two distinct rights cycles of the AFC's club and national team competitions, as well as the fulfilment of associated commercial services.
Two different tenders will be issued – one targeting agencies interested in marketing and selling the AFC's commercial rights, and another aimed at broadcasters looking to purchase packages of AFC media rights. The current exclusive commercial agency for the 2023-28 cycle is Asia Football Group (AFG), which took over all soccer body's commercial and media rights after a partnership was announced in September 2023.
The invitations to tender (ITT) cover top-tier AFC national team tournaments such as Asian Cup, Women's Asian Cup and annual club competition, AFC Champions League. The next Asian Cup is scheduled for 2027, followed by another edition in 2031. Interested parties – including sports marketing agencies, broadcasters or operators of audiovisual media services – are encouraged to submit expressions of interest by contacting tenderprocess.commercial@the-afc.com. Bidders can also make proposals with respect to specified packages of rights before a deadline set at 5:00pm on January 29 next year.
Recent commercial activities
In terms of recent partnerships, Barbican - a non-alcoholic malt drinks brand - has renewed its association with the continental soccer body. As part of this extension agreement, Barbican will continue as an official global supporter for ongoing AFC club competitions during the current season (2025-26).
Additionally, skincare brand Aveeno has been named an official regional partner in Australia for the upcoming Women’s Asian Cup in 2026. These partnerships highlight the AFC's ongoing commitment to fostering relationships with commercial entities, thereby enhancing the visibility and reach of Asian football.
The upcoming tendering process for AFC's commercial and broadcast rights presents a significant opportunity for interested parties to contribute to and benefit from the growth of Asian football. The move is expected to further boost the sport's popularity while ensuring its financial sustainability in the long run.
