KUALA LUMPUR, June 17 (Xinhuanet) -- The Asian Football Association (AFC) has signed an agreement worth over 200 million US dollars, securing the financial future of Asian football until 2012.

    The deal between the game's governing body in Asia and World Sport Group, the continent's leading sports marketing and sponsorship player, represents the largest rights fee paid to a sports governing body in Asia and thus confirms football's position as the continent's number one sport.

    "This agreement follows months of negotiations by both parties,and I am delighted that we have now gained the commercial securityto continue our rapid development and progress at all levels of the games," said AFC President Mohamed Bin Hammam.

    "Our partnership with WSG is of immense importance to AFC. Their belief in Asian football, and their loyalty to AFC,creates a winning partnership, and I look forward to many more productive years," he added.

    The deal undelines WSG's position as the continent's leading sports business outfit, and cements a partnership with the AFC which dated back to 1992.

    "Our commitment gives the AFC the strongest base possible from which to invest in football at all levels across the continent," said Seamus O' Brien, President of World Sport Group.

    "They now have a firm footing to oversee the future developmentof the sport to improve facilities and to nurture the talent of tomorrow, from the elite national and club team competitions to grassroots projects."

    For O' Brien, the deal is another significant milestone in WSG's growth into Asia's leading sports event, marketing and sponsorship agency.

    "From the outset, AFC and WSG have had a set of share objectives and a mutual understandings, and we have always sought to find business solutions that take into account and reflect the enormous diversity of the continent," said O' Brien.

    The AFC is looking to extend its cooperation with WSG after 2012, if both parties are able to achieve their mutual objectives,said Hammam.

    The current roster of blue-chip companies which sponsor AFC include Asahi Shimbun, Coca-Cola, Emirates, Epson, FamilyMart, Hyundai, Makita, JCB, Kirin, Konica Minolta, Maxell, Nike, Nikon, Samsung, Toshiba, Toyota, Yamaha. Enditem