Food Delivery App talabat Secures Deal With AFC

Food delivery app talabat has become a regional partner of The Asian Football Confederation (AFC).

Through the deal, the Kuwaiti headquartered talabat has become a commercial sponsor of AFC competitions, including its men’s Champions League Elite and Champions League Two, and the Women’s Champions League, in the United Arab Emirates, Qatar, Jordan, and Iraq.

Under the deal, talabat will be delivering engaging activations, prizes and more for football fans in Qatar, Jordan, Iraq and the UAE.

Datuk Seri Windsor John, the AFC General Secretary, said, “Both the AFC and talabat are committed towards driving innovation and excellence and we thank them for underlining their confidence in Asian football, particularly as the AFC’s club competitions herald a new era of growth.”

“We look forward to working in close partnership with talabat in bringing new and exciting experiences as we strive to deepen our connection with Asian football fans in the MENA region.”

The app will target the wide reach of Asian club football within their key markets. Stefano Vecchio, Vice President of People & Strategy at talabat said:?“This partnership is all about unleashing creativity and redefining the game experience, while ensuring we continue to simplify life for our customers. I’m eager to witness the incredible things we’ll make happen this season!”

The deal was brokered by AFC’s new rights-holding agency, Asia Football Group, which was launched last September.

Apart from scoring a similar regional partnership with Iraq-based telecoms provider Earthlink, the AFC also secured a global commercial deal with Chinese smartphone brand Tecno.

According to ASN data, football (34.7%, US$4.2b+) continues to dominate the Asian sponsorship market since Q421, with a quarterly average investment of almost US$370.8m during this period. As for Q324, it is forecasted to hit US$410.4m+,??about 10.7% increase from the quarterly average.

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This article was first published in ASN's September 2024 no. 2 newswire.