Member Associations

Member Associations focus on marketing and governance at development workshop

Friday, November 10, 2017

Kuala Lumpur: The 2017 Asian Football Confederation (AFC) Aspiring League Workshop started yesterday in Malaysia’s capital city Kuala Lumpur. Altogether 17 participants from nine AFC Member Associations are attending the two-day event that focuses on sponsorship and governance issues.


The Member Associations and league representatives taking part in the workshop, organised under the AFC’s League Development Programme, are from Bhutan, Cambodia, DPR Korea, Guam, Laos, Macau, Mongolia, Nepal and Sri Lanka.



Adding a global approach to the proceedings, representatives from FIFA and CONCACAF have also travelled to Kuala Lumpur to attend the event.



Club Licensing Manager Sebastian Neuf and Professional Football Department Advisor Robert Middleby from FIFA will present on league models, player contracts and transfer regulations on the second day of the workshop. Club Licensing Manager Jonathan Martinez is CONCACAF’s representative at the event.



The workshop was opened by AFC General Secretary Dato’ Windsor John, who underlined the importance of the AFC League Development Programme as a key development tool in strengthening Asian leagues and clubs.



He also introduced the new AFC development programme structure which will come into effect from 2018, creating a more structured approach to football development in Asia.





The participants were then guided through the process of acquiring league sponsorship, from identifying potential sponsors to the delivery of commercial responsibilities by AFC consultant Ken Heyoshi.



He presented on the importance of data collection through market research, on commercial value analysis and how to create attractive commercial packages.



The participants also had the opportunity to analyse various case studies presented by representatives from the Bhutan Football Federation and Football Federation of Cambodia who offered interesting insights into the work they carry out to attract sponsors and increase their fan base, supporting the leagues and clubs.



In addition to the presentations by FIFA, the second day will see the participants focus on governance, including legal issues and club licensing.



Photos: AFC