Mediapro Asia to distribute CFA Cup rights across continent
Mediapro Asia, the regional arm of the international sports media rights agency, has been chosen to help distribute rights to this year’s CFA Cup, Chinese soccer’s top knockout clubs competition, across the Asia Pacific region.
The appointment was made by China Sports Media, the Chinese sports marketing agency that is a partner of the Chinese Football Association.
The CFA Cup, which is held alongside the Chinese Super League, has been played in its current format since 1995 and was won last year by Beijing Sinobo Guoan. The winners of the competition are guaranteed a place in the following season’s AFC Champions League, Asian soccer’s top clubs competition.
Mediapro Asia launched in Singapore in 2015, and is looking to expedite business across Asia following last year’s acquisition by Orient Hontai Capital, the Chinese private equity group, of a 53.5-per-cent stake in the parent Mediapro Group, which is based in Spain and distributes international rights to Spanish soccer's LaLiga among various responsibilities.
Lars Heidenreich, managing director of Mediapro Asia, said: “We are indeed privileged to be chosen by China Sports Media as their partner for this year’s edition of the CFA Cup. Our experience in marketing premium football media rights, such as LaLiga and Copa del Rey, in the Asia Pacific region should put us in good stead in managing this project. We look forward to delivering positive outcomes to both CSM and CFA.”
CSM has a contract to market domestic and international rights to the CSL until 2025, and is also responsible for the CFA Cup.
Chief operating officer Zhou Xun said: “We are delighted to have Mediapro Asia come onboard as our partner to assist with the development of Chinese football through the media rights distribution of the CFA Cup. The CFA Cup tends to deliver thrilling encounters through the season, and we hope that this will garner greater viewership to a wider audience in the Asia Pacific region.”
The 2019 CFA Cup kicks off in earnest with the first round proper next month, and culminates with the two-legged final in November and December.