Developing the Game

AFC assists UAE PLC in commercial sustainability project

Tuesday, December 11, 2018

Dubai: A delegation from the Asian Football Confederation (AFC) conducted visits to UAE Pro League clubs throughout last week to oversee the Pro League Committee’s implementation of the commercial sustainability project in the areas of “Academies” and “Marketing and Media”, as part of the AFC President’s development initiatives programme which runs through to 2020.

Receiving the delegation was PLC CEO Waleed Al Hosani, and the two parties discussed details of the project and its importance to the development of academies, marketing and media sectors at clubs and the league.

The development project aims to boost the culture of sport professionalism which the PLC places as an objective in its 2017-2020 strategic plan, targeting the development of work systems within UAE Pro League clubs, especially in the areas of academies, marketing and media.

The project is divided into phases; the first one started with the visit of AFC experts to all UAE Pro League clubs between November 26 and December 1 to review the PLC and clubs mechanisms.

The second phase of the project sees experts holding a workshop for all clubs to showcase the key takeaways from the visit, strengths and weaknesses which will be targeted by experts in implementing the project.

In phase 2, four clubs will be targeted for excessive work to develop their areas of improvement, which contribute to the development of the league as a whole. In phase 3, additional clubs will be selected to work with, and so on until the final phase which will see a best-practices booklet issued, covering the two key areas.