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Doha: The Asian Football Confederation (AFC) has signalled its intent to become the world’s leading football confederation with the unveiling of its new Vision and Mission.

The new vision will also see the AFC focus on the success of Asian teams on the world’s biggest stages and strengthen the level of fan engagement to ensure football is the number one sport throughout the continent.

Speaking at the launch, AFC President Shaikh Salman bin Ebrahim Al Khalifa said: “Today we unveil our plans to ensure Asian Football and the AFC is recognised as the blueprint for success across the world of football. Our duty is to hand this great game over to the stars of tomorrow in even better shape than we inherited it.

“Our continent must continue to be relevant and adapt to our new challenges. The new AFC Vision and Mission will provide clarity and fresh impetus to bring Asian football to even greater summits of excellence.”

In line with efforts to fully realise this vision, the AFC has set out its mission, centred around seven key pillars: to provide dedicated services for Member Associations to realise their full potential, to enable the success of Asian teams at the pinnacle of world football, to raise the standard of Asian competitions, to produce commercially attractive content for stakeholders and increase fan engagement, to implement good governance and professional administrative standards, to ensure the utmost integrity at all levels and to leverage on football as a force for social good.

To signify the promise, progress and celebration of Asia’s football future, the launch coincided with the continent's second largest national team tournament – the AFC U23 Championship – currently in its closing stages in Doha,

The AFC President also paid tribute to the continent’s pioneers and valued stakeholders for the strong foundations they have built over the past six decades to position Asian football on the path for greater success.

The AFC also launched a new Vision and Mission logo tagline – One Asia, One Goal – signifying the core values of unity, professionalism and leadership.

The AFC Vision and Mission was first initiated following recommendations of the AFC Governance Reform Task Force and concluded after a comprehensive series of engagements with various key partners and stakeholders.

Read the full transcript of AFC President Shaikh Salman bin Ebrahim Al Khalifa's Vision and Mission speech here.

Vision

1. To be the world’s leading confederation;
2. Ensuring Asian teams succeed on the world stage, and;
3. Making football the number one sport throughout the continent.

Mission

1. Member Associations Development
Focused and dedicated services to maximise the potential of MAs

2. Successful Asian Teams
The continuous support to succeed at the pinnacle of world football

3. Top Level Competitions
Necessary platforms that raise the standard of competitions in Asia

4. Optimised Commercial Value
Produce and commercialise attractive products that engage with and excite our stakeholders

5. Good governance
Implementation of initiatives that ensure professionalism

6. Integrity
Ensure that the AFC’s competitions, matches and the conduct of its people conform to the highest ethical and sporting standards

7. Football for Social Development
Undertake effective social responsibility campaigns

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