Arab Gulf Cup Football Federation agrees long-term partnership with IMG

The Arab Gulf Cup Football Federation (AGCFF) has agreed a commercial partnership with IMG for the next six Arab Gulf Cup tournaments, being held from 2023 to 2031.

As part of the deal, IMG will build a stronger presence in the region to deliver a full scope of services, including the marketing of media rights, all sponsorship areas and corporate hospitality sales. IMG will also work to ensure the highest standards of production coverage for the eight-team biennial tournament.

Sheikh Hamad Bin Khalifa Bin Ahmed Al Thani, president of the AGCFF, said: “We value this partnership with IMG and look forward to them playing a vital role in the marketing and promotion of our tournaments, knowing full well that the Arab Gulf Cup is a competition that is anticipated by football fans throughout the region and beyond.

“Through this partnership, we will be able to build upon the tremendous momentum that has been created over the years and will continue to develop the highest standards for all of our competitions.”

Adam Kelly, co-president, media & events at IMG, said: “This is a very exciting partnership for IMG and we believe our investment in the tournament will be transformational for the Arab Gulf Cup.”

“IMG will employ a dedicated team of experienced executives based in the Gulf and we plan to significantly expand our presence on the ground to maximise the commercial potential of this prestigious event. This, in addition to our strong existing relationships with long-term broadcast partners in the region and the international power and strength of the IMG network, will grow and enhance the competition further.”

The Arab Gulf Cup is a biennial tournament that brings together the national teams of Bahrain, Iraq, Kuwait, Oman, Qatar, Saudi Arabia, the United Arab Emirates and Yemen. The 25th edition of the tournament was recently postponed to January 2023 due to the COVID-19 pandemic. As a result, IMG will begin its work on commercial activities related to the two next events (the 25th and 26th editions) followed by tournaments in 2025, 2027, 2029 and 2031.

The tournament format consists of two groups of four with the top two qualifying for the semi-finals and the winners contesting the final. Bahrain is the current Gulf champion, having won the title in Doha in 2019.

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