AFC secure Eastern Europe broadcast deal amid reports it is revising lucrative contract with Chinese-owned FMA
- The deal with SIA Sports Media Group, brokered by FMA, will offer matches to viewers in Ukraine, Moldova, Belarus, Lithuania, Latvia and Estonia
- AFC says talks with its marketing partner continues as the Covid-19 pandemic plays havoc with its national and club competitions
The Asian Football Confederation (AFC) has secured a rights deal to broadcast its competitions in eastern European countries – days after a reports that the body was renegotiating its contract with Chinese-owned FMA Marketing.
The rights deal with SIA Sport Media Group – brokered by FMA – will allow viewers in Ukraine, Moldova, Belarus, Lithuania, Latvia and Estonia to watch AFC’s national and club competitions for the first time.
The move comes days after a report in sportbusiness.com that said the AFC is in talks with FMA to revise its initial agreement, in which the marketing firm would reportedly guarantee the Asian body up to US$4 billion from broadcast rights and sponsorship over eight years.
“We are pleased with this new partnership spanning multiple territories in Eastern Europe, where they share Asia’s love of the game. We are delighted that this partnership will bring the AFC’s most exciting competitions to millions of football fans in these territories,” said AFC general secretary Windsor John.
“The confidence that SIA Sport Media are showing in the future of Asian football demonstrates the great passion and potential that exists in this continent.”
Despite the AFC’s enthusiasm the deal is like to be small compared to what is required for FMA, which rebranded from DDMC Fortis in June, to fulfil its obligations.