Foreword by Prince Ali

I am honored to be representing the football family in Asia as FIFA Vice President in the next four years (2011-2015). I am truly humbled by the support and vote of confidence I have received at the AFC Congress in Doha on January 6, 2011 and I look forward to serving, promoting and further developing Asian football.

Allow me, firstly, to share my football journey with you and hence outline my vision of how to energize and revitalize the position of FIFA Vice President for the benefit of Asian football associations and the game we all love.

I have served as the President of the Jordan Football Association (JFA) for the past eleven years during which I have focused on invigorating Jordan's youth teams and strengthening women's football. Together with my team at JFA, we have succeeded in bringing our youth team to the FIFA World Cup in 2007 as well as all three of our national teams to the Asian finals in 2010, despite our minimum resources. I am also proud to say that Jordan's national team, dubbed Al Nashama (the brave) reached the quarter finals at the 2011 Asian Cup in Doha. They were truly the pride of all Jordanians across the board.

In 2000, I established the West Asian Football Federation (WAFF), working together with our colleagues in the region to develop the game and expand the number of members, and unite football associations in West Asia. Today as the President of WAFF, I continue to believe in the power of unity to develop football, not solely in the West but across the continent.

Throughout my professional career in Jordan, in the region and beyond, I have had the honor to meet and work with many leaders, men and women, whose legacy have inspired me and guided me. I continue to follow their example today and work with openness, integrity, respect for others and fairness.

As FIFA Vice President representing Asia, the largest and most diverse continent, I am eager to reach out to all our football associations, listen to your ideas and concerns and work with you directly to meet your aspirations and synergize to elevate Asian football further on the world stage of football. I hope to introduce a new work ethic; one that is youthful, innovative, socially responsible, inclusive and open. This new way to football, will be the pride of all Asian football associations and one that all will find exceptionally beneficial and rewarding.

I am fully committed to realizing the vision I outlined during my election campaign in the next four years. Through the Asian Football Development Project, my team and I will work with you and for you on the four pillars of my program; Representing the interests of all Asian football associations at FIFA, Youth development, Empowerment of women, and the Protection and Development of football.

Join me, dear colleagues and friends, on this journey to create change and work in harmony to realize our potential across Asia. We are Asia: taking our place.

Sincerely,
Ali Bin Al Hussein

Introduction

Within the international football arena, the FIFA Vice Presidency for Asia constitutes the highest level of representation of the interests of the 46 member associations comprising the Asian Football Confederation. To re-invigorate and give new meaning to this representation for the benefit of the Asia's member associations, HRH Prince Ali Bin Al Hussein defines his role as providing active advocacy for his constituents as well as providing a conduit for stronger links to the knowledge and support programs of FIFA. Additionally, he is introducing the Asian Football Development Project to support concrete development and knowledge sharing programs within the region.

There are four key pillars at the heart of the concept of the Asian Football Development Project. They are:

• Representing the interests of Asian football associations
• Youth development
• Empowerment of women
• Protection and development of football

It is a fundamental moral obligation for those more fortunate to help those who have less. For this reason, institutions and companies are increasingly coming under the spotlight, being closely scrutinized as to whether they are fulfilling their obligations and mandate to address key social issues and show true solidarity. Football institutions are no different and experience has shown that the game is an excellent platform through which many kinds of social and developmental objectives can be achieved. Football can clearly function as a catalyst for social, cultural and economic development.

The Asian Football Development Project has therefore been established to play an important role in promoting football development programs focusing on education and holistic health for youth and inclusion and participation of all sectors of society in particular women. Based on an excellent international network of governmental, sporting and commercial organizations, the Asian Football Development Project will make a significant contribution to be made to the further development of Asia's member associations by bridging the gap between governmental agendas and football programs. In turn this will enable member associations to consider the environment in which they are operating, to then go beyond football to grow the game in their countries.

As the Asian member associations are facing a wide range of social and football realities, the Asian Football Development Project is designed to be flexible, agile and innovative in responding to their different needs that often also alter rapidly in line with an ever-changing international football environment. The support provided will therefore be very much tailor-made for each member association and accordingly, international experts will assist the Project to ensure that our members receive only the highest quality advice and service.

In a time where football faces strong scrutiny from the media and its public, we will also establish proper and transparent management and governance procedures to ensure our members that the funding and support provided through the Asian Football Development Project channeled only into the achievement of its four key objectives. In this vein and in the spirit of football, we trust that our members will work with us in utilizing the Project to build the game and capitalize further on the considerable and exciting potential that exists in Asia.

Our Spirit

We Are Asia: Taking Our Place

Our Vision

To be instrumental in assisting Asian football associations along with their partners and affiliates to be innovative and socially responsible in strengthening the position of football in their country, with each in turn contributing to Asia reaching its full potential and to being more internationally visible and highly respected.

Our Mission

To provide effective needs based assistance to all Asian football associations in a fair and transparent manner.

Our Values

In everything we do, we commit to being:

• Transparent
• Socially responsible
• Innovative
• Empowering
• Inclusive
• Representative

Our Beliefs

• Football is the world's and Asia's greatest game
• Asia has the potential to be a world leader in football
• Football can make a significant contribution to society
• As a game, football offers something for everyone
• We can get more people involved in and loving our game
• New and transparent ways can be developed in football operations
• The member associations and their affiliates are the key to success of football domestically, regionally and internationally

Our Beneficiaries

National football associations and regional football associations in Asia

Core Objectives

• Providing advocacy for our football associations
• Engaging our youth in a game for life
• Enhancing the role of our women in football
• Protecting and developing our game
• Attracting and maintaining long-term partners
• Ensuring effective and efficient management