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Soccer - 25 Jan 2021
The Asian Football Confederation has today renewed and expanded its sponsorship and licensing-based partnership with Konami, the video game developer, in a four-year deal.
The renewal for the 2021-24 cycle gives Konami global sponsorship and licensing rights to all AFC tournaments, including national team events such as the AFC Asian Cup and the Asian qualifiers for the 2022 Fifa World Cup, and club-based competitions including the prestigious AFC Champions League.
Konami will continue to feature AFC tournaments and competitions in its Pro Evolution Soccer video game.
The expansion means that Konami will be able to produce, for its latest PES game, the Asian Cup and the 2022 World Cup qualifiers for fans to play, in the game’s official competition mode.
The Champions League mode will also be refreshed “to carry a new look and feel," the AFC has said.
The deal was brokered by Football Marketing Asia, the agency that sells commercial rights on behalf of the AFC.
Konami, as an official supporter of the AFC, will be able to display its logo across the AFC’s online platforms, and have “a comprehensive set of association, activation, branding and ticketing rights to promote its products.”
Windsor John, the AFC’s general secretary, said: “We are delighted to not only renew but expand our partnership deal with Konami…
“This deal demonstrates the appeal of the AFC competitions and the global popularity of e-gaming among football fans. We look forward to seeing more of our competitions become available within Konami’s products for the benefit of our passionate fans.”
Hideki Hayakawa, Konami Digital Entertainment’s president, added: “Soccer in Asia has been growing and is becoming more important on a global scale. We look forward to working with the AFC to continue to promote Asia’s soccer.”