Anshuman JoshiFollowing are the companies and organisations that are serving as sponsors and brand partners to the 2022 AFC Women’s Asian Cup and enjoying a strong branding presence across its physical and digital assets.
OFFICIAL GLOBAL PARTNERS
Continental Tires
Continental, a Hanover-headquartered German automotive parts manufacturer, has been associated with the AFC via its tyre-manufacturing division since 2015. Continental Tire has, since then, served as the Official Tire Partner to all AFC national team competitions and has also been the exclusive sponsor of the AFC in the tire category.
In December 2020, the two parties announced the renewal of their partnership, which is now covering the ongoing four-year AFC cycle (2021-2024) that will see Continental Tires remain part of the governing body’s sponsorship portfolio until the end of the 2023 men’s Asian Cup which is set to be held in China, for which Continental Tire is also set to exclusively host a Trophy Appearance Programme.
Credit Saison
The Tokyo-headquartered Japanese financial services company’s association with the AFC sees the former sponsor the latter’s national team competitions.
In September 2021, it was announced that Credit Saison would continue to sponsor all AFC national team competitions within the 2021-2024 cycle, with the 2023 men’s Asian Cup being the last of those tournaments.
Apart from branding rights, the partnership also entails unique experience opportunities for all national team fans of AFC-affiliated countries.
NEOM
NEOM is a planned-city project within the Kingdom of Saudi Arabia aimed at creating a city that would boast of bleeding-edge tech and sustainability.
In March 2021, NEOM was announced as a Global Partner of the AFC for the 2021-2024 cycle. The partnership entails sponsorship of all AFC national team competitions within the 2021-2024 cycle, with the 2023 men’s Asian Cup being the last of those tournaments, with NEOM also serving as a “strong” global supporter of the AFC Champions League and the AFC Cup.
Via the partnership, the minds behind NEOM aim to present the project on the global stage, promoting it as the travel destination for the future. Keeping that in mind, apart from branding rights, the AFC-NEOM partnership also entails unique experience opportunities for fans, including getting to experience NEOM in person.
Yili
The Hohhot, China-headquartered dairy products brand was announced as the first Chinese Official Global Partner of the AFC for the 2021-2024 cycle as well as the exclusive AFC sponsor in the dairy products, water and selected beverage categories in July 2021. The partnership entails sponsorship of all AFC national team competitions within the 2021-2024 cycle, with the 2023 men’s Asian Cup being the last of those tournaments, of which Yili is also set to be the exclusive presenting partner.
OFFICIAL GLOBAL SUPPORTERS
Kelme
The Elche-headquartered Spanish sportswear and sports equipment company was announced as an Official Global Supporter of all AFC national team competitions within the 2021-2024 cycle in August 2021.
As per the deal, apart from branding rights, Kelme is set to supply sports apparel and accessories to all AFC national team competitions from 2022 to 2024. It will also be the official match ball supplier for the 2023 men’s Asian Cup.
KONAMI
Being an Asian company, Chuo, Tokyo-headquartered Japanese video game giant KONAMI has been a long-term partner of the AFC, with a fully-licensed AFC Champions League having been a regular presence in Pro Evolution Soccer (PES), KONAMI’s annually-released series of football simulation video games.
The last time the AFC and KONAMI renewed their partnership was in January 2021. Covering the 2021-2024 cycle, the deal makes KONAMI an Official Supporter of the Asian federation, a role that entails global sponsorship and licensing rights for all major men’s national team and club competitions of the AFC, meaning apart from the AFC Champions League, the AFC Asian Cup and the AFC Asian Qualifiers – Road to Qatar are also available as playable competitions in KONAMI’s annual football game offering. KONAMI also leverages the partnership to promote its own products.
In July 2021, Konami announced a complete overhaul of its flagship football simulation offering PES, which is now a cross-platform, free-to-play game called eFootball, which also falls within the ambit of the AFC-KONAMI partnership.
Molten Sports Division
The Hiroshima-headquartered Japanese sports balls manufacturer has been the AFC’s official match ball supplier for all of its major national and club competitions since May 2018.
The two parties last announced a renewal of their partnership in June 2021, with the new deal set to cover the AFC Asian Qualifiers – Road to Qatar, the AFC Champions League and the AFC Cup.
