Zug, Switzerland – FIFA will sell its media rights directly in the Asian market for the first time following the conclusion of the 2019-2022 FIFA World Cup sales cycle in an effort to closer manage its broadcast relationships. The approach forms part of FIFA's strategy to forge innovative and sustainable media partnerships in the region.

It has engaged Infront as a media rights sales advisor in selected Asian territories to ensure a smooth transition into the new sales structure.

In its new advisory role, Infront will leverage its extensive market knowledge, established relationships and experience in selling FIFA and other premium rights throughout Asia. This will cover media rights for the FIFA World Cup 2026 and FIFA Women’s World Cup 2027 across various territories in Asia*.

Historically, FIFA appointed agencies for selling media rights, except in Korea Republic, Japan, and Malaysia where it managed sales directly.

Romy Gai, Chief Business Officer, FIFA, said: “The Asian market is a highly specific and strategically important region for FIFA and the new approach demonstrates our commitment to fully controlling our media rights sales processes. Our efforts will be complemented by our long-term partner Infront who will draw on its experience and track record in the region to support our go-to-market approach in selected key markets.”

Andreas Kaeshammer, Head of Football, Infront, said: “Supporting the commercialisation of the most prestigious association football tournaments in the world is recognition of the quality of services we provide to top tier partners. After being involved in the distribution of FIFA’s media rights for more than two decades this new media advisory service role combines our global football rightsholder capabilities with our outstanding media sales experience in Asia. We’re excited to help deliver FIFA's events to an audience of over 2.5 billion people, underscoring the immense reach and impact of these tournaments in the Asian market.”

*Bangladesh, Bhutan, Brunei, Chinese Taipei, Hong Kong, India, Indonesia, Thailand, Cambodia, Laos, Macau, Malaysia, Maldives, Myanmar, Nepal, Pakistan, Philippines, Singapore, Sri Lanka and Vietnam