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Sportradar becomes official distribution partner of AFC

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The Asian Football Confederation (AFC), the governing body of football in Asia, has announced Sportradar as its official video and data distribution partner for major competitions between 2021 and 2028.
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The sports integrity solutions and data products provider has secured worldwide data and associated media rights for the competition cycles 2021-24 and 2025-28.

Under the agreement, Sportradar becomes the official video and data distribution partner for competitions including the AFC Cup China 2023 and the AFC Champions League. It allows the supplier to use and distribute audio-visual content and AFC match-related data.

The AFC’s general secretary, Dato’ Windsor John, said: “We welcome Sportradar as our official video and data distribution partner. The agreement will bring AFC football closer to an ever-growing international fanbase and consumers.”

Sportradar’s chief executive, Carsten Koerl, added: “We are proud to partner with the AFC in this watershed moment for Asian football. With the importance of Asia, we believe that this agreement is a strategic opportunity that will provide Sportradar further leverage in the region with a sport that is growing exponentially in terms of participation and viewership.”

“This puts us in an unrivalled position that will showcase a wider range of services we have to offer to engage more sports rights holders in the region.”

Football Marketing Asia (FMA) is a leading football marketing agency for the region, and is AFC’s exclusive commercial partner for the rights cycles 2021-24 and 2025-28.

Patrick Murphy, board member and chief executive of FMA said: “Innovation has always been key for the new era of Asian football. Enabling AFC data and related media to be distributed in real time and with minimum delay is key in enhancing the fans’ experience, which in turn positively impacts the value of AFC football.”

Sportradar announced in December it was conducting a business-wide reorganisation of its operations, to shift it towards a regionalised approach supporting its future growth strategy.

The new structure will see Carsten Koerl continue to oversee the business as group chief executive, supported by three regional CEOs around the world.

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