Just as a consensus was forming that the World Cup will return to Europe or the Americas in 2018, Asia has delivered a sharp reminder that football's showpiece may instead return East. At least three countries from the Asian confederation - Australia, Qatar and Indonesia - will be among those putting their names forward to FIFA by the Feb. 2 bidding deadline. Indonesia announced its candidacy on Wednesday, and China and Japan were also anticipated to follow suit in the coming days. All prospective hosts for both the 2018 and 2022 events must notify FIFA of their intention to bid by Feb. 2, with the winners announced in Dec. 2010. In a time of financial austerity, the European bids - from England, Spain/Portugal, Netherlands/Belgium/Luxembourg and Russia - have the advantage of existing stadiums that would allow them to host a World Cup without much additional investment. The same can be said of the likely North American bidders: the United States, Canada and Mexico, who were all thought likely to submit applications. However the growing wealth of nations like China and India in the Asian viewing timezone makes it potentially the most attractive for advertisers, which drives the value of television rights, which in turn is a massive factor in FIFA's choice of host. Australia declared its interest in hosting the World Cup shortly after being knocked out in the second round of the 2006 edition, its first Finals appearance in 32 years. Australia has since switched from the Oceania confederation to Asia. The Australian government in December offered $30 million to fund a bid and the country has a strong track record in organizing big sporting events, such as the 2000 Olympics, the 2003 Rugby World Cup and the 2006 Commonwealth Games in recent years. Australia would need to make significant investment in large-capacity football-specific stadia if it is to win over FIFA delegates, but the impressive network of influence spun by its chief football powerbroker, billionaire property developer Frank Lowy, means Australia could be a serious contender. “With Spain and Portugal coming into the mix with England, Holland and Belgium, and Russia, the four bidders from Europe, it certainly makes it a very competitive field,” Football Federation Australia chief Ben Buckley said. “We welcome any challenge. We are confident we have the ability to present a strong bid to FIFA.” Qatar hosted the 2006 Asian Games and will stage the 2011 Asian Cup, and after failing to make the shortlist for the 2016 Olympics, the Gulf nation is doubly determined to become the first Arabian World Cup host. “I can confirm that the Qatar football federation has today sent a letter to FIFA in which it officially declared its candidacy,” Qatar FA Secretary General Saud Al-Mohannadi said this week. “We have the stadiums and we have experience hosting top sports events.” Qatar enjoys influence in Asian football as it is the home of Asian Football Confederation chief Mohammed Bin Hammam, a close ally of FIFA boss Sepp Blatter. Such connections may help to overcome concerns about playing in the June desert heat, when temperatures regularly top 40 degree Celsius. Indonesia, co-host of the 2007 Asian Cup, shocked Asian football by announcing its candidacy this week. Under its colonial name the Dutch East Indies, Indonesia was the first Asian nation to participate in the World Cup back in 1938. It now aims to become the first sole Asian host, after Japan and South Korea co-hosted in 2002. Indonesia faces more work than any of its rivals in terms of improving infrastructure and facilities, which may count against it in challenging economic times, but the sheer size its population of 235 million makes it a bidder to be reckoned with. Now the World Cup hopefuls are waiting for the region's major powers, China and Japan, to show their hands. China's one billion-plus population is its obvious attraction for sponsors, especially after the success of the 2008 Beijing Olympics soothed concerns about how the authoritarian state would fare as a host. That should outweigh concerns over the chaotic state of its domestic game and spectacular underachievement of its national team.
