Asian football faces significant challenges in attracting fans away from popular European leagues. Clubs often struggle with viewer engagement compared to prominent European teams. Issues of administration, marketing, and community connection are prevalent, though there are positive developments with privately-owned clubs like the Lion City Sailors. The AFC is launching initiatives to improve local soccer management and the promotion of competitions, hoping to boost the appeal of Asian football moving forward.
In the pre-pandemic era, many Asian cities, like Kuala Lumpur and Singapore, would witness locals favoring football matches from Europe over their domestic leagues. This pattern is expected to persist as the world recovers. Although football is immensely popular in Asia, local fans often gravitate towards European teams rather than supporting homegrown clubs. This presents a major challenge for the Asian Football Confederation (AFC).
Asian clubs face difficulties competing with prestigious European teams like Barcelona and Liverpool. For instance, despite favorable broadcasting times, English Premier League matches typically draw 50% more viewers than local games. This disparity indicates a significant hurdle for the AFC in elevating local football’s profile.
The issues faced by Asian football stem from a mix of macro and micro perspectives, according to Sasi Kumar, a former player and sports consultancy founder. While some nations, like Japan, boast well-managed leagues, others lag in organization and professionalism, which hampers overall growth. Successful leagues often result from properly operated structures.
In contrast to state-funded Asian clubs, European teams benefit from extensive sports business expertise. European clubs can efficiently establish a presence in Asia and forge lucrative commercial deals, whereas local clubs often struggle with marketing and community engagement. Alisher Nikimbaev, a FIFA Competitions Manager, emphasizes the contrast in promotion capabilities.
Kumar expresses disappointment that European giants dominate commercial activity in Singapore, overshadowing local clubs. He cites the Lion City Sailors, Singapore’s first privately-owned club, as a promising model for local football, having already achieved the 2021 league title and invested in infrastructure to advance local talent.
Looking forward, enhancing the capabilities of football association officials across Asia is vital. The AFC recently launched an Academic Centre for Excellence, aimed at fostering the next generation of football leadership with a strong focus on practical learning and skills development. This initiative is seen as pivotal for the future of Asian football.
Promoting competitions like the AFC Champions League is essential to raise their profiles and encourage participation from diverse countries. Currently, participation is limited to top nations, yet efforts are underway to expand this pool. Nikimbaev notes that while benefits may take time due to the pandemic, future inclusiveness is anticipated.
With social media’s reach, there’s considerable potential for enhancing the visibility of tournaments. Specialists suggest the AFC should leverage platforms like TikTok to engage younger audiences effectively. Improving public relations for the AFC Champions League is critical, as past campaigns have lacked impact.
Original Source: www.dw.com
