New AFC club competition brands hailed by AFC Marketing Committee

Asian Football And Branding

The latest new brands, anthems and trophies commemorating the dawn of a new era for the Asian Football Confederation (AFC) club competitions were lauded by the AFC Marketing Committee at its second meeting in Kuala Lumpur, Malaysia on Friday. 

Held just hours before the official draw ceremonies for the AFC Champions League Elite™ 2024/25 League Stage and AFC Champions League Two™ 2024/25 Group Stage, Chairperson Dasho Ugen Tsechup opened the proceedings by praising the branding efforts undertaken in creating a distinct and vibrant identity for each of the new club competitions. 

Chairperson Dasho Ugen Tsechup said: “The AFC is on the verge of heralding a new era for the Asian club game. The revamp is a monumental milestone in our history, and expanding and enhancing our football footprint across the globe by establishing visually stunning and dynamic brands is a critical component to this process. 

“Our long-term success will depend largely on our ability to develop brands that match not only our world-class ambitions, but also solidify the connection between Asia’s passionate fans and the revamped club competitions." 

 “We have already launched the four new brands and the dazzling new trophy for the AFC Women’s Champions League™, all of which have been well received, and I am confident that the trophies and anthems to be unveiled later today and in the coming days will build on our solid foundations to achieve even greater success in the years to come,” added Chairperson Dasho Ugen Tsechup. 

At the same time, members of the Committee were also pleased to note the far-reaching impact of the AFC Asian Cup Qatar 2023™, which took its place in history as the most extensively covered and accessible edition. 

The coverage of the 18th iteration of Asia’s crown jewel grew by more than 400%, reaching as many as 187 territories and countries, with broadcast coverage hours rising by a staggering 263% whilst generating a cumulative audience of 501.5 million and cumulative reach of 2.2 billion. 

Additionally, the Committee also received updates on the numerous marketing and promotional activities which played a pivotal role in the record fan engagement figures attained in Qatar as well as the absorbing sponsorship campaigns activated in collaboration with the AFC’s family of commercial and brand partners. Similarly, the commercial milestones of the AFC U23 Asian Cup Qatar 2024™ and the AFC Champions League™ Final 2023/24 were also outlined to the Committee.