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Dushanbe: Within the AFC’s League Development framework, a two-day seminar on club and league marketing was held in Dushanbe, Tajikistan, last week.

The first day of the seminar was attended by representatives of the eight clubs playing in Tajikistan’s highest league and the two-day event was led by Azerbaijan’s Elnur Mammadov, an AFC strategic planning, marketing and infrastructure consultant.

Welcoming the participants, Alisher Urunov, Tajikistan Football Federation (TFF) Vice President and general director of the Football League of Tajikistan said: "In modern football, marketing plays a key role.

“Thanks to marketing, football continues to progress. In this regard, we decided to hold a seminar on marketing. I wish you a good and fruitful dialogue and learn as much as possible new and interesting for yourself, then to apply it in practice in your clubs."

Mammadov noted that the seminar’s purpose was to demonstrate the value of football marketing and sponsorship to club representatives, using specific examples.

The specialist from Azerbaijan provided useful information on the development of club marketing in his presentation, with sponsorship and advertising, sponsorship portfolio, marketing strategy, ticket sales, working with fans, structure of the commercial department of the club, problems of sponsorship, and the development of an Internet strategy among the topics discussed.

On the second day of the seminar, Mammadov met with the sponsors and partners of the TFF and the Football League of Tajikistan and made a presentation titled 'Sponsorship and Advertising in Football: Opportunities and Benefits'.

In his opening speech, Juraev Dilshod TFF Vice President, stressed the importance of common aspirations among the federation’s marketing specialists and stakeholders in searching for new partners and sponsors, as well as fostering an attractive product which will bring fans to the stadium.

A number of ideas were voiced during the seminar, and domestic specialists were able to gain valuable insight into the experience of other countries in working with fans and promoting their respective brands.

The seminar programme provided an invaluable opportunity to exchange experiences, gain knowledge and offer new marketing ideas and initiatives for today and in the future, something which undoubtedly will benefit all levels of Tajik football.

Photos: Tajikistan Football Federation