Japanese Gaming Giant Konami Renews Asian Football Deal

Japanese video game giant Konami has renewed a deal with the Asian Football Confederation (AFC) for the upcoming four-years rights cycle that includes global sponsorship and licensing rights for both AFC national team and club competitions. 

The global partnership covers major AFC competitions, including the continent’s flagship national team competition, the AFC Asian Cup, which is set to take place in China in June 2023, as well as the region’s biggest club tournament the AFC Champions League.

The expansion of rights to include national team competitions will allow gamers to play the AFC Asian Cup and the AFC Asian Qualifiers  as an official competition mode in future editions of Konami’s Pro Evolution Soccer games. The revamped AFC Champions League competition, will be also be updated in the popular gaming title.

Following the announcement, Dato’ Windsor John, the AFC General Secretary, said, “We are delighted to not only renew but expand our partnership deal with Konami, an iconic Asian brand in the e-gaming industry with decades of success.”

“This deal demonstrates the incredible appeal and stature of the AFC competitions and the global popularity of e-gaming among football fans. We look forward to seeing more of our competitions become available within Konami’s products for the benefit of our passionate fans.”

Hideki Hayakawa, President of Konami Digital Entertainment Co., Ltd., remarked, “As an Asian game publisher, we are proud to announce the extension and expansion of the partnership with the AFC. Football in Asia has been growing and is becoming more important on a global scale. We look forward to working with the AFC to continue to promote Asia’s football to the world.”

Besides gaming rights, Konami will also be entitled to various exclusive activation opportunities to engage with the various national teams and club football fanbases across Asia. The move came it at a period where there was speculation of EA Sports, creator of the FIFA video game series, eyeing the AFC rights.