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sporttotal acquires AFC Asian Qualifiers – Road to Qatar media rights from the Asian Football Confederation


– All AFC Asian Qualifiers – Road to Qatar matches on sporttotal

– Top fixtures being aired on #dabeiTV

– New markets and profitable marketing opportunities


Cologne, 9. July 2021. gmbh, one of the largest multi-sport streaming platforms in Germany and a wholly-owned subsidiary of SPORTTOTAL AG, is the new partner of the Asian Football Confederation (AFC) in Germany, Austria and Switzerland. From September, sporttotal broadcasts all AFC Asian Qualifiers – Road to Qatar matches and will be adding the AFC Asian Qualifiers – Road to Qatar as a flagship competition to enhance their portfolio of rights with top-tier professional football. All matches will be distributed on with the top fixtures being aired on sporttotal’s #dabeiTV channel, available via Magenta TV.


Dato’ Windsor John, the AFC General Secretary, said: “The AFC is delighted to enter into this partnership with sporttotal to broadcast the AFC Asian Qualifiers – Road to Qatar in Germany, Austria and Switzerland, a region with an enormous football fanbase and incredible passion for the sport. This deal demonstrates the ever-growing stature of the AFC’s competitions, and we thank Sporttotal for the belief they have shown in the future of Asian football by entering into this agreement.”


Dr. Roman Schade, Director Media Rights and Legal (Sporttotal AG) said: “We are delighted to expand our sports portfolio and develop further markets as well as target groups in Germany, Austria and Switzerland. The AFC Asia Qualifiers – Road to Qatar offers highly exciting content and creates new marketing potential for sporttotal. Together with new partners, we will offer a high-reach platform, an engaged community with great fans and will create added value for all sports enthusiasts.”


Patrick Murphy, Board Member and CEO at Football Marketing Asia (FMA) said: “We are pleased to welcome sporttotal as a media partner. sporttotal will bring this critical final phase of the AFC Asian Qualifiers – Road to Qatar closer to football fans in Germany, Austria and Switzerland. The partnership with gmbh is an important step in making Asian football more accessible for a global audience and we are looking forward to working with their teams to drive the growth of the fanbase of AFC national team competitions in Europe.”


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 and the AFC Women’s Asian Cup, which are the flagship Continental national team competitions, while the AFC Champions League is the premier competition for Asian clubs, drawing millions of fans to the beautiful game across the length and breadth of the Continent and beyond.


About Football Marketing Asia


Football Marketing Asia (FMA) is the exclusive commercial partner of the Asian Football Confederation (AFC) for the rights cycles 2021-2024 and 2025-2028 (excluding (i) Japan in the case of media and certain sponsorship rights; and (ii) MENA in the case of media rights). FMA is headquartered in Hong Kong S.A.R., with offices in the Middle East, Southeast Asia and China PR. FMA combines unparalleled global football experience with in-depth Asian know-how and expertise.


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SPORTTOTAL AG (ISIN: DE000A1EMG56), headquartered in Cologne, is a technology and media company on a growth path in the rapidly scalable digital business with video platforms and communities (DIGITAL), in the high-margin national and international project business (VENUES), as well as in the live events business (LIVE). The company, which was founded in 1979, operates a high-traffic portal through, with strong growth for online sport videos and live streaming. The company equips sports clubs with special camera technology which enables sports events to be transmitted live in a high quality and fully automatically on SPORTTOTAL AG’s service portfolio also comprises the technical equipping of racing circuits and sports facilities, as well as the production and marketing of sports events such as the ADAC TOTAL 24-Hour Race at the Nürburgring. In addition, SPORTTOTAL AG also produces content for prestigious companies such as Porsche, Audi, Mercedes/AMG, Red Bull and VW, operates the linear TV station, and organises high-calibre live events such as the Porsche Experience.


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