Partnering for Progress: Multi-Faceted Impact on AFC Competitions

Background & Relationship

Since 2021, The PRO Company has played a pivotal role as the Asian Football Confederation’s (AFC) partner, securing and delivering a series of high-impact deals and services that have driven measurable growth in commercial value, audience reach, and event quality for Asian football.

1. Media Rights & Broadcast Distribution

Exclusive Global Rights Deals

• AFC Asian Cup Beach Soccer Thailand 2025:
  Appointed as the exclusive global distributor, The PRO Company ensures expansive live and digital broadcast coverage, introducing this marquee tournament to both existing and new international fans.

• AFC Competitions (2021–2024):
  Managed the AFC media rights in Iraq for national team and club competitions (AFC Asian Cup, Champions League, and AFC Cup), successfully negotiating with market-leading broadcasters—including Al Rabiaa TV—and developing OTT and digital partnerships to maximize visibility in MENA and beyond.

2. Sponsorships & Commercial Partnerships

Landmark Partnerships & Market Development

• Earthlink – Official Regional Partner (AFC Asian Qualifiers™ – Road to 26):
  In 2024, The PRO Company brokered a milestone deal, bringing Earthlink, Iraq’s largest internet provider, on board as an official AFC partner—activating digital fan experiences and matchday engagement for Iraqi home qualifiers, and setting a best-practice model for regional sponsorships.

• Dyar Al Haram & Additional Offers:
  Facilitated the onboarding and activation of Dyar Al Haram and delivered multiple qualified sponsorship offers from both East and West Asia (across technology, telecom, and banking sectors), further diversifying the AFC’s commercial base and supporting sustainable growth.

• Full-Service Activation:
  Oversaw IP integrations, event branding, digital content, and in-stadium activations, ensuring each partner received full benefit realization and ROI.

3. Live Production & Event Delivery

Comprehensive Production Solutions

• Event Servicing:
  Provided full-scale live production for all AFC competitions under contract, covering on-site match broadcasting, multi-camera coverage, international signal delivery, highlight and recap content, and technical management—ensuring world-class standards at every major event.

• Enhanced Viewer Experience:
  These services improved the reliability and quality of international TV feeds, helped shape AFC’s global image, and enriched the fan experience across platforms.

Strategic Impact

• Professionalization:
  Introduced global best practices for rights management, sponsor activation, and event production into AFC operations.

• Revenue & Reach:
  Secured new, diverse commercial streams through high-profile partners and opened up AFC competitions to broader audiences by leveraging innovative broadcast and digital strategies.

• Relationship Evolution:
  Built trust and results over a multi-year, multi-contract journey, culminating in a stronger, more globally resonant AFC brand.

 

By clearly structuring its partnership into media, commercial, and production pillars—and delivering results in each—The PRO Company has set a new benchmark for how the AFC commercializes, broadcasts, and celebrates Asian football.