The Asian sports marketing, media and event management company has been the exclusive commercial partner of SAFF since 1996, when the two parties established an agreement to market South Asian football rights for the first-time. The new agreement commences this year and covers four editions of the Federation’s flagship competition, the SAFF Championships, from 2011 through to 2017.

“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,” said Kazi Salahuddin, president of SAFF. “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.”

Salahuddin added: “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 WSG has signed an array of sponsors and broadcast partners including Emirates, Toshiba and Nike.

“In just over a decade and a half, football in South Asia has experienced tremendous growth both on and off the field,” added Ian Mathie, WSG’s senior vice-president of football for the Asean, Australia and South Asia regions. “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.”