The steady rise of the AFC’s brand and world-class competitions as well as the undeniable passion for Asian football was lauded by the AFC Marketing Committee at its fourth meeting held virtually on Thursday.
In his opening address, Chairperson Dasho Ugen Tsechup hailed the growing commercial appeal and consumption of the AFC’s competitions which have continued to set new benchmarks in TV viewership, sponsorship activation returns and social media engagement.
Members of the Committee were unanimous in noting the position of the AFC Asian Qualifiers – Road to Qatar as one of the most valuable competitions in world football; consistently reaching an audience of just over 100 million across each match-day, showcasing the competition as a powerful platform for brands looking to connect with fans across Asia.
Transmitted across 210 countries and territories by 44 media partners globally, more than 345 million unique linear viewers tuned in as Asia’s top 12 sides battled for their places at the FIFA World Cup Qatar 2022.
In addition, sponsors’ brand exposure for the AFC Asian Qualifiers – Road to Qatar™ garnered over US$392 million in global media value and as much as 213.9 million impressions were generated by sponsors’ specific social media posts.
Meanwhile, the Committee also noted the similar ground-breaking impact that was achieved in the Continent’s flagship women’s tournament – the AFC Women’s Asian Cup™ India 2022 – with 156 million unique viewers tuning in, marking a 63% increase from the last edition in 2018.
Distributed by 40 media partners and broadcast across 186 countries and territories, the thrilling final between China PR and Korea Republic alone generated an audience of 36.3 million as the Steel Roses marched to their record ninth title.
Similarly, sponsors’ brand exposure for Asia’s premier women’s tournament generated over US$108 million in global media value, with sponsors’ specific social media posts reaching over 52.2 million impressions.