AFC Extends Evaluation of 2029–2036 Commercial Rights Cycle After Strong Tender Interest.

Roger Hampel

Image: AFC

The Asian Football Confederation (AFC) has opted to extend a final decision on its commercial rights strategy for the 2029–2036 cycle, opting to extend its evaluation process following a competitive tender.

The move follows submissions from multiple bidders and signals a deliberate approach by the governing body to maximise long-term value from one of its most important revenue streams.

Tender Process Draws Strong Market Interest AFC

The AFC Executive Committee confirmed that the tender process generated a high level of interest, reflecting the growing commercial profile of Asian football. Instead of proceeding immediately with a selected partner, the Confederation has chosen to review proposals further before defining its next steps.

Competition Reform Driving Commercial Value

The timing of the decision is closely linked to structural changes within AFC competitions. The introduction of a revamped three-tier men’s club system, including the AFC Champions League Elite, alongside the launch of the AFC Women’s Champions League, has reshaped the organisation’s commercial offering.

These developments increase both inventory and marketability, positioning the next rights cycle as a materially different product compared to previous periods.

As a result, the Confederation is evaluating how best to package and monetise these assets across global markets.

Executive Comments

AFC President Shaikh Salman bin Ebrahim Al Khalifa emphasised the importance of taking a long-term view, speaking via the Confederation’s official communication:

“While we received several visionary proposals, the Executive Committee has decided to take further time to ensure our final direction fully secures the prosperous future the Asian football family deserves.”

He also linked the process to broader financial growth:

“We must ensure our off-field resources match our immense on-field ambitions.”

The ongoing 2021–2028 commercial cycle has delivered record financial distributions across member associations, regional bodies and clubs. This performance sets a higher benchmark for the next cycle, increasing the importance of securing favourable long-term agreements.