AFC Asian Cup

AFC Asian Cup

AFC Asian Cup – Australia

Client: AFC / Lagadere

With the AFC Asian Cup going to Australia in 2015, MatchPoint created a hospitality programme to attract corporate support and deliver a hospitality experience for dignitaries and tournament sponsors. The challenges were political, cultural, logistical and commercial and previously the Asian Cup hadn’t had a formal corporate hospitality programme.

MatchPoint created a hospitality sales and marketing plan which it delivered using it’s own sales channels in Australia and Hong Kong, and third party sales channels throughout Australia and elsewhere in Asia.

Operationally the fulfilment was lead by our team in Sydney, with expertise brought in as required form other MatchPoint offices. The delivery requirements spanned 32 matches in 5 stadia and spread over 22 days.

Client requirements included dignitaries, VVIPS, and major sponsors as well as Australian Corporates looking for entry level hospitality through to premium corporate experiences. Cultural demands of prayer rooms and Halal cuisine was delivered in conjunction with those enjoying the Australian Barbeque culture.

The outcome was a programme which;

  • Serviced 5,200 corporate, sponsor, and VIP guests
  • Generated AUD$2,500,000 in revenue
  • Delivered AUD$1,225,000 profit to the event

The feedback from the AFC, sponsors, and corporate guests was exemplary and the AFC intend to reuse the template and model for the 2019 tournament in the United Arab Emirates.