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Patrick Murphy's fascinating career path, took him from selling door to door Junk Mail in Dublin to working in Newscorp in Hong Kong, TEAM Marketing in Switzerland and back to Hong Kong to now managing one of the largest Sports IP in Asia, the Asian Football Confederation\u2019s commercial rights through his new partnership (FMA).\xa0 Great stories and lots of insights into the future of Asian Football.\n\xa0\nKey Highlights\nGetting started by selling Junk Mail in Dublin after school (1984-85) \u2013 door to door sales\nHis decade in the TV world, from ITV in the UK to Star TV in Hong Kong (Newscorp) in the 90s\nMurdoch\u2019s focus on Sports \u2013 creating Sports Corp inside a broadcaster (ESPN-Star Sports) \u2013 creating IP\nJourney back to Europe, joining TEAM Marketing in Switzerland (exclusive agent of UEFA Champions League)\nUEFA Champions League \u2013 billion dollar property \u2013 sponsorship & media deals\nUEFA taking a stake in TEAM eventually\nInternational Champions Cup (ICC) \u2013 created in the US by a US real estate billionaire (Stephen Ross)\nTop European Clubs playing against each other in the US and globally instead of the old format of playing local teams during the summer window\nFMA (Football Marketing Asia, previously DDMC Fortis) \u2013 the start of a new huge venture, taking over AFC (Asian Football Confederation commercial rights)\nLeveraging his TEAM (UEFA) experiences and confidence that they can pull this off\nOffer to work with AFC on an exclusive basis as one key differentiator & offering top Dollars (knowing that this will win or lose it) and playing the China card right\nDDMC (Listed company in China) background and their reason for entering the partnership (through Super Sports)\nLet\u2019s talk numbers, deal size in the range of US$ 2.4 billion for the next 8 years\xa0 (accept a premium was paid)\nAnd how FMA is planning to make it back and reason FMA was willing to pay the premium\nHow to deal with the changes in the broadcast landscape and current climate\nKey will be \u201cgo local\u201d , develop local heroes and drive up value of local Football rights vs international rights\nMedia, Digital, structure of media rights, packaging and marketing it\nSponsorship, important part, closer to 50% of revenue \u2013 leveraging virtual technology\nFIFA World Cup in Qatar in 2022,\xa0 Asia Cup in China in 2023, FIFA Women\u2019s World Cup in Australia/NZ in 2023 \xa0\u2013 big opportunities to showcase Asian Football to the world \xa0\nHand over from Lagardere Sports and building a team to get started Jan 1, 2021\n\xa0\nAbout\nOver 30 years' experience working in sports media and marketing. Currently a Board Member and Chief Executive Officer at Football Marketing Asia. Patrick previously founded Catalyst Media Group (International Champions Cup) and Synergy Sports (CBF, CONMEBOL) and was formerly Managing Director, TEAM Marketing in Europe responsible for selling media and sponsorship rights for the UEFA Champions League and the UEFA Europa League.\nAbout Football Marketing Asia Limited (formerly DDMC Fortis Limited)Football Marketing Asia (FMA / \u4e9a\u6d32\u8db3\u7403\u5546\u4e1a\u5f00\u53d1\u6709\u9650\u516c\u53f8), is the exclusive commercial partner of the Asian Football Confederation (AFC) for the rights cycles 2021-2024 and 2025-2028. Headquartered in Hong Kong, and with offices in the Middle East, Southeast Asia and China, FMA combines unparalleled globalfootball experience with in-depth Asian know-how and expertise. Formerly known as DDMC Fortis, FMA has quickly become known as Asia\u2019s leading football marketing agency delivering unprecedented value for fans, media partners and sponsors. The focus of the company is on one thing and one thing only: Asian football. It embraces the many obvious and subtle differences and needs in the markets in Asia and delivers tailored solutions for commercial partners and fans of AFC National Team and Club football.\n-----------------------------------------------If you are enjoying the\xa0Sports Entrepreneurs Podcast (SEP) series, check out our\xa0Virtual Sports Entrepreneurs University (SEU)\xa0too.\nThe Sports Entrepreneurs Uni