AFC confirms media rights deal for the 2025-2028 cycle with Korea Republic’s Coupang Play

AFC confirms media rights deal for the 2025-2028 cycle with Korea Republic’s Coupang Play

The Asian Football Confederation (AFC) has today confirmed a new media rights partnership deal with Coupang in the Korea Republic for the 2025-2028 cycle, which will grant the broadcaster exclusive rights to all AFC competitions in their market.

Coupang is Korea Republic’s first and largest online marketplace, founded in 2010. On top of its key e-commerce and logistics platform, Coupang Play, Coupang’s online streaming platform, carries exclusive live sports streaming, blockbuster movies, educational content as well as their own original productions.

Through this partnership, Coupang will gain the rights to all upcoming AFC competitions including the AFC Champions League^TM, the AFC Asian Cup^TM 2027 in Saudi Arabia, the AFC Women’s Asian Cup^TM 2026, the AFC Asian Qualifiers (FIFA World Cup 2026 Asian Qualifiers Final Round) and more. Coupang Play’s coverage of the AFC competitions will complement their existing wide range of sports offering including the local club championship, the K League, as well as international football rights such as La Liga.

Coupang Play has committed to enhancing the coverage of national team and club competitions both through live and highlights programmes with the goal of further amplifying the appeal of the AFC Competitions and the recently announced revamped club competition formats. Furthermore, men’s senior national team as well as certain other matches will also be covered on broad reach linear television in the country.

Datuk Seri Windsor John, the AFC General Secretary, said: “As one of the powerhouses of Asian football, Korea Republic represents a key market for the AFC as we look to deliver a new era of world-class competitions as underlined in the AFC’s Vision and Mission.

“The addition of Coupang Play to the AFC’s media partner family for the 2025 to 2028 cycle reinforces the steadfast confidence in the AFC’s brand and competitions and we look forward to working with Coupang Play to further engage and enthuse our passionate fans in the Korea Republic.”

Stephen Kim, Head of Coupang Play, said: “We are excited to share that Coupang Play’s coverage of football contents is expanding from K League games to national team matches of the AFC. We look forward to delivering even more football content for fans to enjoy in the future.”

Patrick Murphy, Board Member and CEO at Football Marketing Asia, said: “We are delighted to have concluded an important deal in Korea Republic for the 2025-2028 cycle, one of the biggest football markets in Asia. Coupang Play have proven themselves as an innovative and dynamic platform in the fields of sports broadcast and entertainment, and we look forward to working with them to bring the best of Asian football to fans in Korea Republic.”

About the AFC
The Asian Football Confederation (AFC) is the governing body of Asian football and one of the six Confederations making up FIFA. Established in 1954, the AFC is headquartered in Kuala Lumpur, Malaysia, and comprises 47 Member Associations.

The AFC organises the AFC Asian Cup^TM, the AFC Women’s Asian Cup^TM and the AFC Futsal Asian Cup^TM which are the flagship Continental national team football and futsal competitions, while the AFC Champions League^TM is the premier competition for Asian clubs, drawing millions of fans to the beautiful game across the length and breadth of the Continent and beyond.

About Coupang Play
Coupang Play is one of the fastest growing OTT (over-the-top) platforms in Korea. From exclusive sports and event live-streaming to the latest movies, news, and Coupang original series, Coupang Play provides a one-of-a-kind streaming experience. Coupang Play is available on mobile devices, tablet PCs, smart TVs and your preferred browsers.

About Football Marketing Asia (FMA)
Football Marketing Asia (FMA) is the exclusive commercial partner of the Asian Football Confederation (AFC) for the rights cycles 2021-2024 and 2025-2028 (excluding (i) Japan in the case of media and certain sponsorship rights; and (ii) MENA in the case of media rights). FMA is headquartered in Hong Kong S.A.R., with offices in the Middle East, Southeast Asia and China PR. FMA combines unparalleled global football experience with in-depth Asian know-how and expertise.

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