In 2015, Australia will host the Asian football Cup, one of the most watched sporting events in the world. The 46 nations competing to qualify for the tournament, including economic powers China and Japan, represent more than half of the world's population.
But how can Australia maximise this opportunity to strengthen relationships throughout the region?
"We want the tournament to open doors for government, to open doors for business, to open doors for tourism and to create new community relationships," said Football Federation Australia (FFA) Chairman Frank Lowy.
"The three-week tournament is expected to bring more than 45,000 visitors to Australia, with a global television reach of 2.5 billion."
Trade Minister Craig Emerson says tourism has a positve impact on many other industries in Australia.
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"It's estimated that for every dollar tourism earns directly another 92 cents is made in other parts of the economy and that's higher than any other industry in Australia."
The government's recently released 'Australia in the Asian Century White Paper' outlines the importance of Australia aligning itself economically and strategically with Asia.
Key political, business and sporting figures believe the Asian Cup offers Australia the perfect platform.
"Using football we believe we can strengthen relationships in trade and investment, tourism and engaging communities," says Michael Brown, from the Asian Cup Organising Committee.
Establishing a permanent football business club in Australia and implementing social media and networking strategies are among the main ideas around solidifying ties with key trading partners.
But the value of the tournament extends far beyond commerce: it also provides opportunities to strengthen social integration and community engagement in a nation proud of its multiculturalism.
