Chinese streaming platform, Leisu Sports, has secured the rights to broadcast competitions organized by the ASEAN Football Federation (AFF). This deal was facilitated by Sportfive, a renowned sports marketing agency.
The AFF is responsible for governing soccer in the Association of Southeast Asian Nations region. It has had an exclusive commercial rights agreement with Sportfive since the agency's Lagardere days. The recent deal between Leisu Sports and AFF is another testament to this long-standing partnership. Under this new agreement, Leisu Sports will cover both the 2024 national teams' AFF Championship matches and the inaugural edition of the ASEAN Club Championship. These games will be available on Leisu’s online platform as well as their dedicated sports app.
The 10-team national competition for this year's AFF Championship will take place from December 8th to January 5th across ten Southeast Asian cities. The first-ever ASEAN Club Championship began in August with twelve clubs participating in this historic event.
Boost for ASEAN United FC branding
The AFF operates under Asia’s continental soccer governing body - the Asian Football Confederation. It hosts four international competitions that are collectively branded as "ASEAN United FC". This new broadcasting deal with Chinese streamer Leisu Sports not only expands its reach but also strengthens its branding efforts.
This partnership between Chinese streaming platform Leisu Sports and AFF marks a significant step forward in bringing Southeast Asian football closer to fans around China while also providing a boost for sports betting enthusiasts who follow these leagues closely.
