Football: Bidding war looms for AFC rights

Shanghai SIPG's Brazilian star Oscar (centre) being challenged by Ulsan Hyundai's Park Joo Ho during their AFC Champions League group stage match at home on March 7. The elite Asian club competition is part of the Asian Football Confederation's stabl
Shanghai SIPG's Brazilian star Oscar (centre) being challenged by Ulsan Hyundai's Park Joo Ho during their AFC Champions League group stage match at home on March 7. The elite Asian club competition is part of the Asian Football Confederation's stable of competitions that also includes the Asian Cup, World Cup and Olympic qualifiers.PHOTO: AGENCE FRANCE-PRESSE

Tender ends tomorrow for Asian football rights, potentially most lucrative regional sports contract

In what could be the most lucrative sports deal in Asia, a multi-cornered fight looms for the continent's football commercial rights that could fetch an eye-catching US$3 billion (S$3.9 billion).

International marketing agency Lagardere holds the current rights (2013-2020), reportedly valued at US$1 billion, but will almost certainly face a battle for the next deal that runs from 2021 to 2028.

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A version of this article appeared in the print edition of The Straits Times on March 28, 2018, with the headline 'Billion-dollar AFC bidding war looms'. Print Edition | Subscribe