Argentine FA launches AFA Play streamer


Argentina’s footballing body, the Asociación del Fútbol Argentino (AFA), has announced the launch of a new subscription streaming service. 

Operated by ViewLift, AFA Play was revealed at CES with the AFA claiming to be the first world football federation to launch branded channels on Amazon Fire TV, Apple TV and Roku.

The platform will feature documentaries and short-form features about Argentine players, and other behind-the-scenes footage.

In a release, ViewLift and the AFA said that the launch of the streamer is part of the association’s “aims to grow its audience and increase viewership across all media, reaching new viewers across the globe.”

Claudio Tapia, president of the AFA said: “One of our first objectives when taking on management of the AFA has been to increase the global visibility of Argentine soccer and increase the resources for our sport, opening new markets such as Asia, adding new sponsors and increasing our digital footprint. AFA Play responds to all these objectives. On the one hand, it creates a new business unit, providing the AFA with a new revenue stream. Equally, it puts the AFA and Argentine football in front of the whole world, with the rich history of the Argentine national team and its beloved stars. In doing so, we not only honor the past, but spotlight the next generation of the world’s best players.

“Our new digital channels will span the globe, and be personal enough to cover the national teams while showcasing each player. AFA Play becomes an important new asset for AFA that reinforces our presence in the world and our economy. We invite all those who are part of our national teams to participate in this new project and show their talent to the world.”

ViewLift CEO Rick Allen said: “Leaders in the world’s biggest sport deserve the best digital tools to reach fans everywhere. AFA Play is a ground-breaker, available on all major mobile and OTT devices. And this is just the beginning, with new content coming frequently. AFA Play is a beautiful way to enjoy the beautiful game, and we are proud to be the Asociación’s partner to power the service.”

Football clubs and associations are increasingly recognising the opportunity presented by streaming services, with this announcement coming shortly after Portuguese club Benfica announced the launch of its own SVOD.

In the UK, clubs like Chelsea are heavily promoting ‘box sets’ of classic matches and features on their own website and apps, while the English FA launched the FA Player in August 2019.

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