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The Asian Football Confederation (AFC) will commence a tender process on Monday, December 15, 2025 for the sale of all commercial rights and fulfillment of associated commercial services relating to the AFC’s National Team and Club competitions for the next two rights cycles between 2029 and 2036.
The Invitations to Tender (ITT) span eight years of premium competitions in the world’s fastest-growing football market, providing the opportunity to acquire rights in respect of blue-chip competitions such as the AFC Asian Cup™, the AFC Women’s Asian Cup™, and the AFC Champions League Elite™, among others.
The ITT process will be open worldwide to all sports marketing agencies, as well as broadcasters and operators of audiovisual media services, and shall enable bidders to make proposals with respect to specified packages of rights.
The AFC will issue two separate and concurrent ITTs for:
(i) Agencies seeking to market, sell and service the AFC’s commercial rights; and
(ii) Broadcasters and operators of audiovisual media services seeking to directly acquire certain packages of the AFC’s media rights.
Interested parties who wish to participate in the upcoming ITT process are requested to submit their expressions of interest by email to the AFC at tenderprocess.commercial@the-afc.com .
Interested parties must state clearly which of the aforementioned ITTs they wish to receive, and should supply the AFC with their full corporate name and address, together with contact details (including job titles, telephone numbers and email addresses) for the individual(s) who shall be the AFC’s primary contacts during the ITT process.
The deadline for submission of all bids shall be 1700hrs (Malaysian time; GMT+8) on Thursday, January 29, 2026.
