Asian Football Confederation (AFC) and global sportswear brand KELME have announced an extended and expanded partnership that will run from 2024 to 2029.
This renewed collaboration positions KELME as the Official Global Supporter for all major AFC club and national team competitions during this period.
The previous partnership between the AFC and KELME, spanning 2021 to 2024, primarily focused on AFC’s national team competitions. It saw KELME deliver high-quality apparel and accessories for landmark events, including the AFC Asian Cup Qatar 2023™, the AFC U23 Asian Cup™ in 2022 and 2024, and youth tournaments. The partnership also introduced a bespoke match ball for the Asian Cup in Qatar, highlighting the brand’s commitment to quality and innovation.
The extended agreement now incorporates AFC’s revamped club competitions, such as the AFC Champions League Elite™, AFC Women’s Champions League™, and AFC Champions League Two™, scheduled to commence in 2025. KELME will also supply Official Match Balls for flagship tournaments like the AFC Asian Cup Saudi Arabia 2027™, AFC Women’s Asian Cup Australia 2026™, and AFC Futsal Asian Cup™ 2026 and 2028.
At the announcement ceremony held at KELME’s headquarters in Jinjiang, China, AFC General Secretary Datuk Seri Windsor John expressed enthusiasm about the strengthened alliance. “This partnership reinforces the ever-growing reach, appeal, and prestige of AFC’s world-class competitions. We are proud of what we’ve achieved with KELME and excited about our brighter future together.”
KELME Chairman, Ke Yongxiang, highlighted the brand’s dedication to elevating Asian football. “Renewing this strategic partnership expands our commitment from national tournaments to club competitions, enabling us to deliver even greater value. KELME is ready to support upcoming milestones like the AFC Champions League Elite™ and AFC Asian Cup™.”
The AFC-KELME partnership underscores the mutual ambition of both entities to enhance Asian football’s global stature. Patrick Murphy, CEO of the AFC’s commercial partner AFG, lauded the collaboration’s past achievements and future potential. “We trust KELME’s ability to deliver world-class products befitting the growing status of Asian football.”
As Asian football continues to evolve, this partnership ensures a unified and professional standard across all AFC competitions. From supplying high-performance apparel to bespoke match balls, KELME’s contribution will undoubtedly play a vital role in shaping the future of the sport in Asia.
This agreement marks a significant milestone for both the AFC and KELME, fostering growth and innovation in Asian football through to 2029.
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™, the AFC Women’s Asian Cup™ and the AFC Futsal Asian Cup™ which are the flagship Continental national team football and futsal competitions, while the AFC Champions League Elite™ and AFC Women’s Champions League™ are the premier competitions for Asian clubs, drawing millions of fans to the beautiful game across the length and breadth of the Continent and beyond.
About KELME
KELME is a globally recognized sports brand with over 60 years of experience in designing and producing high-quality sports equipment and apparel. Committed to innovation, technology, and design, KELME strives to provide athletes with top-notch gear that enhances their performance. For more information, please visit www.kelmechina.com.
About Asia Football Group
Asia Football Group (AFG) is the exclusive commercial agency for the Asian Football Confederation’s (AFC) competitions from 2023-2028. AFG’s partnership with the AFC covers the commercial rights for all major AFC National Team and Club competitions, including the AFC Asian Cup™, AFC Asian Qualifiers™, AFC Women’s Asian Cup™, AFC Women’s Olympic Qualifiers, AFC Champions League Elite™, AFC Women’s Champions League™, and AFC Champions League Two™ as well as AFC youth and futsal competitions.
Credit Photo : KELME
