Tsingtao Beer extends sponsorship deal with AFC for another 4 years

Tsingtao Beer has renewed its sponsorship with the Kuala-Lumpur headquartered Asian Football Confederation (AFC) Club Program for another four years until 2020.

The contract extension will see the Chinese heritage brewer retain its official sponsor status across some of the region’s biggest club matches. Tsingtao Beer has declined to comment on how much the contract is worth when contacted by A+M.

The deal, secured by Lagardère Sports, will cover fixtures in the AFC’s Club Program roster, which comprises the AFC Champions League, the AFC Cup and the AFC Futsal Club Championship. Tsingtao Beer has been an official sponsor of the AFC Club Program for three years since 2014, and was the first Chinese brand to partner the AFC, said the beer company in a statement.

Cai Zhi Wei, vice president of sales and marketing at Tsingtao Beer, said the company will continue to promote the Chinese beer brand in homegrown China and Asia, as well as, to enhance the influence of Asian football in the world of football, “Tsingtao’s commitment to a seven-year partnership with the AFC Champions League displays Tsingtao’s support to the future of Asian football.”

Going forward, Cai said, together with AFC, it will create three main themes campaign for football fans, which includes the AFC Champions League Trophy Asia Culture Exhibition, Tsingtao Beer Cheer Leader Pan Asia Audition Campaign, and a bespoke Tsingtao Beer AFC Championships League Can Design Competition. Tsingtao Beer’s sponsorship package will also see the company retain the rights to present the “Man of the Match” awards at every AFC Champions League fixture in their licensed territories.

Tom Smith, president of Football (Asia) of Lagardère Sports added, as Asia’s leading pan-regional club, the competitions are watched by millions of football fans all year round and Tsingtao Beer is expected to benefit from a myriad of touch points to engage with a captive audience across targeted markets.

AFC is the governing body of Asian football and one of the six Confederations making up FIFA. Its various responsibilities include regulating the football game, drafting new laws to improve the sport, implementing law, boosting grassroots and youth football, and conducting major competitions, according to its official website.