Korean football exec to increase Asia's stake in global game

SEOUL, South Korea — High-profile Korean businessman and football administrator Chung Mong-gyu is running for a spot on FIFA's powerful executive committee in a bid to help Asia increase its World Cup representation and fulfill its global potential.

The 52-year-old Chung hopes to follow in the footsteps of cousin Chung Mong-joon, a FIFA vice-president from 1994 to 2011, and wants the continent to receive more than its current 4.5 slots at the World Cup.

"I will try my best to increase the number of World Cup slots that are currently allocated to Asia," Chung, president of South Korea's football federation, told The Associated Press. "Dr. Chung did his utmost to secure the interest of the Asian Football Confederation in FIFA. As a result of his efforts, Asia's representation was increased from four."

Chung Mong-gyu said while he wanted to expand on his cousin's work, "I will implement my own philosophy and vision."

"Asian football has not yet reached the top level in view of performance despite its geographical enormity and recent rapid economic growth," he said. "Asian football has huge potential. In close cooperation with member associations, AFC and FIFA, my vision will be mainly focused on reducing the gap between Asia and Europe and South America."

Japan, Australia, South Korea and Iran won direct entry to the 2014 World Cup through Asian qualifying but each finished last in its respective group at Brazil. Jordan placed fifth in Asian qualifying, but missed out on a spot at Brazil after losing an inter-continental playoff with Uruguay. South Korea's run to the 2002 semifinals remains Asia's highlight at the World Cup.

Three of Asia's four seats on the 27-member FIFA executive committee are up for election at the AFC's May 2015 Congress. The KFA revealed last month that Chung would be seeking a spot. Incumbents Prince Ali Al Hussein of Jordan, who took Chung Mong-joon's FIFA committee seat in a 2011 election, and Worawi Makudi of Thailand are expected to stand again.

Also in the running is Tengku Abdullah of Malaysia. Other challengers are expected from Qatar and from Kozo Tashima, the vice-president of the Japan FA.

Chung, who is also president of the East Asian Football Federation, is not worried about splitting the East Asian vote with his Tokyo counterpart.

"Korea and Japan co-hosted the FIFA World Cup in 2002 successfully. In the same context, I hope that Mr. Tashima and myself will take an opportunity to help world football together as companions," Chung said. "It is known around the world that East Asia including Korea, China and Japan, has showed a phenomenal growth in economy and in football during a short period of time."

Chung believes that his experience of big business and football will stand him in good stead.

"During my time as CEO of Hyundai Motors in the 1990s, I initiated (a) sponsorship agreement with FIFA which has continued to be a huge success for both FIFA and the company," he said. "I have gained valuable first-hand insight into how football and business can flourish together."