The Company
AFG is the exclusive commercial partner of the Asian Football Confederation (AFC) for the rights cycles 2021-2024 and 2025-2028. Our comprehensive mandate covers the rights for all major AFC National Team and Club competitions, including the AFC Asian Qualifiers - Road to Qatar, AFC Asian Cup, AFC Women’s Asian Cup, AFC Women’s Olympic Qualifiers, AFC Champions League Elite, AFC Women’s Champions League, AFC Champions League Two, as well as AFC youth and futsal competitions.
Driven by a shared passion and dedication to Asian football, our industry experts have a wealth of experience in global, regional, and local football marketing, and are devoted to delivering exciting and engaging Asian football content to fans on ground, on screen, and online. Working closely with the AFC and its stakeholders, Asia Football Group strives for the success and growth of Asian football, as well as redefining Asian football’s commercial standing within global football by addressing the shared business objectives of the AFC, its sponsors and media partners with solutions derived from optimising fan engagement and digitally driven innovations.
The Role
The Director, Brand Project Management is responsible for coordinating the development, definition and implementation of the brand strategy for AFC competitions. This role ensures the brand is effectively positioned across all touchpoints, from visual identity and messaging to sponsorship activations, fan experiences and broadcast graphics. Working closely with the design, operations, and commercial teams, the director will ensure that brand guidelines are consistently applied and that new initiatives align with AFC’s vision.
Location: Singapore or Dubai
Key Responsibilities
Brand Development & Strategy
- Work closely with the AFC’s brand team and event’s Local Organising Commitees to develop competition brands for AFC national team and club competitions as well as localised versions of the main competition brands (e.g. AFC Asian Cup 2027, AFC Women’s Asian Cup 2026, AFC Champions League Elite Finals)
- Centralise and provide input from a commercial partners’ perspective on the commercial relevance of brand evolution and creation
- project manage and work closely with an external brand agency and ensure brands are developed in a timely manner and to budget
- Define and execute brand identity guidelines, ensuring consistency across all internal and external communications.
- Conduct market research and competitor analysis to provide input on brand perception and differentiation.
Brand Implementation & Execution
- Oversee the application of brand assets across digital, physical, and experiential platforms, ensuring consistency in logo usage, typography, colors, visual identity and messaging.
- Work closely with AFG’s internal brand design team to develop sets of creative artworks for each AFC competitions and ensure brand assets and vision are correctly reflected into the commercial items (signage items, print items, etc.)
- Work closely with AFC’s official licensees to ensure the brand is accurately implemented across AFC competitions’ official merchandise.
- Support AFG’s account management team on the design of the Official Match balls and Apparel for AFC competitions
- Organise and deliver brand launches (where applicable)
Project & Stakeholder Management
- Serve as the key point of contact for brand-related initiatives, working across commercial, marketing, operations and creative teams.
- Manage timelines, resources, and budgets for brand development projects.
- Collaborate with account management team to ensure partner-led activation branding aligns with the AFC competitions’ identity and values.
- Lead brand education efforts across the organization, ensuring all departments understand and apply brand guidelines effectively.
- Provide coordination of other ad hoc brand projects from time to time
Qualifications & Skills
- Bachelor’s degree in Brand Management, Design, Marketing, Sports Management, or a related field.
- 4+ years of experience in brand management, project management, or sports marketing, preferably within football or a global sports organization.
- Strong knowledge of Asian football culture, fan engagement, AFC competitions and the global football ecosystem.
- Experience in brand governance, sponsorship activation, and event branding
- Experience working with brand guidelines, creative processes, and asset management.
- Proficiency in Adobe Creative Suite, brand asset management tools, and project management software.
- Strong attention to detail and problem-solving skills.
- Excellent communication and stakeholder management skills, with the ability to work across cultures and time zones.
Preferred experience
- Previous experience working within a football organization (club, league, federation), sportswear brand, or branding agency.
- Knowledge of sponsorship activation, digital branding, and fan engagement in football.
- Understanding of multilingual branding and cultural sensitivities across Asia.
Interested parties please apply with your application letter, resume, current and expected salary, and availability by clicking "Apply "
Deadline of application: Applicants who are not invited for interviews within 6 weeks may consider their applications unsuccessful. Personal data collected will be treated strictly confidential and be used for the purpose of recruitment only. All collected information will be kept on our files for 12 months.
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