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Casio named AFF Suzuki Cup official timekeeper in Sportfive-brokered deal

AFF Suzuki Cup 2018 Semi Final Rounds between Thailand and Malaysia Picture by Thananuwat Srirasant/Lagardere Sport.

The Asean Football Federation has added Japanese consumer electronics manufacturer Casio to its sponsorship portfolio for the 2020 Suzuki Cup, in a deal brokered by the Sportfive agency.

The deal is Casio’s first sponsorship of the South-east Asia-based tournament and will feature the company’s G-Shock brand of shock-resistant watches.

As the official timekeeper of the tournament Casio will get widespread brand exposure across the tournament’s platforms, including on-perimeter advertising boards, event backdrops and signages, official tournament collaterals and the event’s digital channels.

Casio will also be able to leverage the tournament’s multiple touchpoints to promote their products including through in-stadia commercials at each match of the event, and at promotional fan activities at the games.

Commenting on the deal a Casio spokesperson said: “In the world of athletics, Casio, with its G-Shock brand, has supported the development of various sports by actively signing on athletes as brand ambassadors, sponsoring tournaments and also holding events…Through supporting the AFF Suzuki Cup, we hope to now play a greater role in promoting football in the Asean region.”

As part of the sponsorship, Casio will launch a branded countdown clock on the official event website, an animated clockface on TV graphics and branding on the referees board.

The electronics firm also plans to carry out several marketing campaigns and events across the participating countries.

Malcolm Thorpe, managing director, South-east Asia at Sportfive, said: “We are delighted to secure a global brand like Casio…We recognise Casio’s commitment to quality and this reaffirms the status of the AFF Suzuki Cup as the leading sporting tournament in South-east Asia.”

Originally scheduled to take place in November and December this year, the AFF recently announced new dates for the postponed 2020 Suzuki Cup.

The tournament, which is played on a home and away basis, will now be held from April 11 to May 8 next year, on the condition that the environment relating to Covid-19 permits.

The AFF Suzuki Cup is the largest and most prestigious football tournament in South-east Asia and features the national ‘A’ teams of the region competing for the Championship title. The commercial rights for the tournament are managed by the Sportfive agency.