Football Business : AFC Commercial partners DDMC rebrands itself as Football Marketing Asia

DDMC Fortis, a Super Sports company and Asia’s leading football marketing agency, is now Football Marketing Asia (FMA). The company is the exclusive commercial partner of Asian Football Confederation (AFC) National team and Club competitions for the rights cycles 2021-2024 and 2025-2028. The change of its name and visual identity reflects the agency’s strong belief in Asian football and its dedication to ring in a New Era of Asian football for brands, media partners and fans.

The second half of 2020 signifies FMA’s first foray into directly marketing AFC competitions to Asia’s 1.8 billion National team and Club football supporters in the run up to a massive year of football 2021 with round 3 of the FIFA World Cup Qatar 2022 Asian Qualifiers Final Round, the AFC Champions League and the AFC Cup.

“As part of Super Sports Media Inc., Football Marketing Asia plays an important role in globalising the group’s business. We fully support FMA with our best resources and we are looking forward to continue to actively promote the growth of Asian football in and beyond the continent”, Yu Lingxiao, the Chairman of the Board of Directors at FMA said.

“As we are transforming into a fully operational business with our rights commencing in 2021, the name change allows us to better reflect the nature of our business and our position in the market”, Patrick Murphy, Board Member and CEO at FMA explained. “Football Marketing Asia was built with a single purpose in mind, to exclusively market and commercialise AFC football in Asia to fans, brands and broadcasters respectively. Over the last eighteen months we have built an exceptional, multi-cultural team of industry experts who combine passion for Asian football with unmatched knowledge of and expertise in the Asian and global markets. We are confident that we, together with the AFC and Super Sports, will create a truly new era of Asian football and change the way football in Asia is consumed and commercialised.”

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“Football is one of the few consistent passions across our wonderfully diverse Asian markets,” Ned Negus, EVP, Partnerships emphasised. “We are excited about the challenge of leveraging the regional power of football in a way that embraces the varied on-ground realities of each market, in turn addressing the specific needs of our sponsor partners and delivering locally.”

Oliver Duss, EVP, Media further explained: “We are devoted to bringing AFC competitions to more places, more devices and more screens in Asia and beyond. We are aiming to bring the excitement of Asian football to fans across the continent and huge Asian audiences around the world through a wide range of media segments. At FMA, we are working hard to transform AFC competitions into truly world-class media properties through elevated TV and content production standards.”

David Tyler, COO at FMA concluded: “Our new name, Football Marketing Asia, really reaffirms what we have stood for since the very beginning. We remain laser focused on our mission and continue to challenge the conventions together with the AFC to accelerate innovation across all fields including sponsorships, media and broadcasting, operations, technology, competition marketing and fan engagement.”

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