Football fans in Asia largely prefer European leagues over local competitions, a situation amplified by the AFC’s challenges in marketing and club management. While some privately-owned clubs are defying trends, significant gaps in administration and community engagement persist. The AFC’s initiatives aim to address educational needs and enhance the visibility of local leagues and tournaments, though progress will take time.
In Asia, football fans predominantly favor European leagues over their local competitions, especially in major cities like Kuala Lumpur and Dubai. This trend was prevalent even before the pandemic and is expected to persist as normalcy returns. The Asian Football Confederation (AFC) faces the challenge of making Asian leagues more appealing to local viewers amid significant competition from powerhouses like Barcelona and Liverpool, who draw substantially higher viewership figures than local games.
Former Singapore international player Sasi Kumar notes that the issues facing Asian football are not solely the AFC’s responsibility but vary in individual markets. Asian leagues lag behind Europe not only in star power but also in administration and marketing capabilities. Countries with professional league structures, like Japan, tend to perform better in attracting local support compared to those still developing their football infrastructure.
European clubs possess years of experience in sports business, making them adept at establishing a presence in Asian markets. They often capitalize on globalization trends that overshadow local clubs, which struggle with self-promotion and community engagement. Alisher Nikimbaev from FIFA highlights that European teams are better at marketing themselves, which is a significant factor in gaining popularity in Asia.
Despite these challenges, there are hopeful signs such as Lion City Sailors in Singapore, the only privately-owned club in the league. Their investment efforts and recent successes, including winning the league title and breaking transfer records, serve as an example of how private ownership can enhance local football. A similar model is seen with Johor Darul Tazim in Malaysia, indicating a potential shift towards more sustainable club operations.
In addition to club dynamics, the AFC is focusing on improving governance and education among its member associations. The launch of their Academic Centre for Excellence aims to equip football professionals with essential skills for today’s competitive environment. AFC President Sheikh Salman Al-Khalifa emphasizes that this initiative will develop future leaders and enhance the expertise within Asian football associations.
The AFC has also recognized the need for better marketing of the AFC Champions League as part of its strategy to engage more clubs from various nations. This year, participation increased, reflecting the AFC’s intention to broaden access beyond just the leading football nations. However, effective promotion tactics, possibly through social media partnerships, remain a critical need for establishing the tournament’s prestige.
Asian football faces significant challenges in elevating its profile against the overpowering allure of European leagues. Key steps include enhancing club management, increasing promotional efforts for competitions like the AFC Champions League, and fostering professional growth within football associations. With recent investments and initiatives like the AFC’s Academic Centre, there is potential for a more competitive landscape that may gradually attract local fans’ support, but significant work remains ahead.
Original Source: www.dw.com
