The Asian Football Confederation signed a major commercial rights deal with sports marketing agency DDMC Fortis "aimed at securing the financial future of the game in the region for the coming years," according to the AFP. The deal gives the agency, a joint venture between Swiss group Fortis Sports and China's DDMC Sports Int'l, exclusive rights from '21-28 starting with the final qualifying round of the 2022 World Cup. The AFC did not say how much the agreement was worth but reports put it at $3.4B, a "huge boost for the rapidly growing football scene in Asia." AFC President Sheikh Salman bin Ebrahim Al Khalifa said, "This is a most significant day in the history of the AFC. With the signing of this contract, the AFC can guarantee its member associations that the game in Asia has tremendously solid financial foundations from which to build." The new deal signals an end to a long-running commercial partnership between the AFC and Lagardère Sports & Entertainment. The announcement came ahead of Wednesday's AFC Congress in Kuala Lumpur, during which Salman will be "seeking support for a re-election bid next year." Sri Lanka Football Federation President Anura De Silva said that Salman's position "looked solid." He said, "Sponsorship is booming under his leadership. The increase in sponsorship reflects his credibility and he is transparent in his job" (AFP, 10/30).