South Asian Football Federation Continues Deal with Marketing Firm World Sport Group

November 2, 2011

The South Asian Football Federation (SAFF) announced today that it had extended its agreement with its exclusive partner World Sport Group (WSG) until 2017.

Singapore-based WSG, doctor Asia’s leading sports marketing, ambulance media and event management company have been the exclusive commercial partners of SAFF since 1996, order when they established an agreement to market South Asian football’s marketing and television rights for the first-time ever.

The new agreement commences this year and covers four SAFF Championships – 2011, 2013, 2015 and 2017 – the regional governing body’s flagship competition, which is held biennially.  Together, SAFF and WSG have successfully delivered six SAFF Championships since the event was first launched in 1997.

Kazi Salahuddin, President, SAFF, said: “Our partnership with World Sport Group has been instrumental in securing the financial stability that ensures our sport’s sustainable growth in the region over the long-term.  Their commitment over the past 15 years has helped us to establish the administrative foundation and infrastructure that is necessary for us to govern and develop the sport effectively.

“Today, football in South Asia is developing rapidly.  We are seeing increased standards of competition among our member nations and we are proud that the SAFF Championship is now South Asia’s top football event.  We look forward to continue growing the sport and building its profile with WSG, not just in South Asia, but across Asia.”

Since the partnership was established in 1997, WSG has signed-on an impressive roster of sponsors and broadcast partners who are some of the world’s leading companies and media giants.  They include Emirates Airline, Toshiba and Nike among others.

Ian Mathie, Senior Vice-President, Football, Asean, Australia and South Asia, said: “In just over a decade and a half, football in South Asia has experienced tremendous growth both on and off the field.  During this time, we have enjoyed a unique partnership with SAFF that has positively impacted football in the region. SAFF has a distinguished group of marketing and media partners, and a great event – SAFF Championship – which is widely watched and growing in popularity across the region. 

“We are excited about continuing our work with SAFF and our partners to deliver top-class football from the region.”