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The Asian Football Confederation (AFC) has today confirmed a new media rights partnership deal with Coupang in the South Korea for the 2025-2028 cycle, which will grant the broadcaster exclusive rights to all AFC competitions in their market.
Coupang is South Korea’s first and largest online marketplace, founded in 2010. On top of its key e-commerce and logistics platform, Coupang Play, Coupang’s online streaming platform, carries exclusive live sports streaming, blockbuster movies, educational content as well as their own original productions.
Through this partnership, Coupang will gain the rights to all upcoming AFC competitions including the AFC Champions League, the 2027 AFC Asian Cup in Saudi Arabia, the 2026 AFC Women’s Asian Cup, the AFC Asian Qualifiers (2026 FIFA World Cup – Asian Qualifiers Final Round) and more. Coupang Play’s coverage of the AFC competitions will complement their existing wide range of sports offering including the local club championship, the K League, as well as international football rights such as LaLiga.
Coupang Play has committed to enhancing the coverage of national team and club competitions both through live and highlights programmes with the goal of further amplifying the appeal of the AFC Competitions and the recently announced revamped club competition formats. Furthermore, men’s senior national team as well as certain other matches will also be covered on broad reach linear television in the country.
Datuk Seri Windsor John, the AFC General Secretary, said, “As one of the powerhouses of Asian football, South Korea represents a key market for the AFC as we look to deliver a new era of world-class competitions as underlined in the AFC’s Vision and Mission.”
“The addition of Coupang Play to the AFC’s media partner family for the 2025 to 2028 cycle reinforces the steadfast confidence in the AFC’s brand and competitions and we look forward to working with Coupang Play to further engage and enthuse our passionate fans in the South Korea.”
Stephen Kim, Head of Coupang Play, said, “We are excited to share that Coupang Play’s coverage of football contents is expanding from K League games to national team matches of the AFC. We look forward to delivering even more football content for fans to enjoy in the future.”
Patrick Murphy, Board Member and CEO at Football Marketing Asia, said, “We are delighted to have concluded an important deal in South Korea for the 2025-2028 cycle, one of the biggest football markets in Asia. Coupang Play have proven themselves as an innovative and dynamic platform in the fields of sports broadcast and entertainment, and we look forward to working with them to bring the best of Asian football to fans in South Korea.”
