Chinese streaming giant Leisu Sports has solidified its presence in the global sports streaming arena by acquiring exclusive rights to broadcast key tournaments organized by the ASEAN Football Federation (AFF). Brokered by the renowned Sportfive sports marketing agency, this deal highlights the growing demand for Asian football content in the burgeoning digital streaming market. Leisu Sports will stream the 2024 AFF Championship and the inaugural ASEAN Club Championship, ensuring comprehensive coverage across its platforms.

A Landmark Partnership for Southeast Asian Football

The AFF-Sportfive Collaboration:

The AFF, the governing body for soccer in Southeast Asia, has maintained an exclusive commercial rights deal with Sportfive since the agency's days under Lagardère Sports.
This longstanding relationship has been pivotal in elevating the profile of AFF-organized competitions.
Key Tournaments Covered:

Leisu Sports will stream the 2024 AFF Championship, featuring 10 national teams, and the ASEAN Club Championship, which debuted in August with 12 participating clubs.
The tournaments will be accessible through Leisu’s online platform and mobile app, ensuring a broad reach among football enthusiasts.

Focus on the 2024 AFF Championship

Pan-Regional Soccer Showcase:

The 2024 AFF Championship will run from December 8 to January 5, hosted in 10 Southeast Asian cities.
This high-profile tournament will see fierce competition among national teams vying for regional supremacy.
Elevated Exposure via Leisu:

With Leisu Sports as the official broadcaster, the championship is set to reach millions of fans, enhancing visibility for the participating teams and the AFF itself.

The ASEAN Club Championship: A Promising New Format

Launch of a Regional Club Platform:

The ASEAN Club Championship, launched in August, represents a new chapter for regional soccer, featuring 12 top clubs from across Southeast Asia.
This competition aims to establish a stronger club-level soccer culture within the region.
Leisu’s Role in Growing Club Soccer:

By broadcasting these matches, Leisu Sports will play a critical role in promoting the clubs, players, and the overall competitiveness of Southeast Asian football.

Leisu Sports: Expanding Its Global Reach

Strategic Investment in Asian Football:

This partnership aligns with Leisu Sports’ broader strategy to become a leading player in sports streaming, particularly in the fast-growing Asian market.
The inclusion of AFF competitions in its portfolio underscores Leisu’s commitment to delivering high-quality regional sports content.
Comprehensive Coverage:

Leisu’s online platform and mobile app provide seamless access to matches, ensuring fans can watch their favorite teams and clubs without geographical constraints.

ASEAN United FC: A Unified Soccer Brand

Branding Regional Competitions:

The AFF’s four international competitions, including the AFF Championship and ASEAN Club Championship, are collectively branded under ASEAN United FC.
This unified branding approach aims to bolster the identity of Southeast Asian soccer on the global stage.
Boosting Regional Recognition:

The ASEAN United FC brand reflects a commitment to promoting the region's soccer talent and fostering a sense of unity among Southeast Asian nations.

Implications for Southeast Asian Soccer

Enhanced Visibility and Revenue:

The partnership is expected to drive increased viewership and generate significant revenue for the AFF and participating teams.
With China as a key market for digital streaming, Leisu’s involvement opens doors to greater international exposure for Southeast Asian soccer.
Development of Grassroots Soccer:

By showcasing regional talent, this deal can inspire young athletes and contribute to the long-term development of grassroots soccer programs.

Strong Partnership for AFF and Leisu Sports

The partnership between Leisu Sports and the ASEAN Football Federation marks a transformative moment for Southeast Asian soccer. By leveraging Leisu’s advanced streaming platforms and growing influence, the AFF competitions are poised to reach an unprecedented global audience. This collaboration not only enhances the visibility of regional soccer but also underscores the potential of digital platforms in reshaping sports consumption. As Leisu continues to expand its footprint, the future looks promising for both the AFF and its affiliated tournaments.