The International Federation of Association Football (FIFA) signed a landmark deal with China Central Television (CCTV) last week, authorizing the station and its website to broadcast FIFA tournaments from now until 2014, including the 2010 and 2014 World Cups.

"FIFA is delighted to have reached such a significant agreement with CCTV," FIFA secretary general Jerome Valcke said after the contract was announced on Thursday in Beijing. "We believe this is the start of long-term cooperation which will help to further strengthen football in China and make it even more popular."

The contract ensures the world's most popular sport will be broadcast throughout the country.

"I think the deal is a great gift for Chinese fans," CCTV's deputy editor-in-chief, Li Ting, said at the signing ceremony.

"Since its broadcast of the first FIFA World Cup match in 1978, CCTV has enjoyed more than 30 years of constructive cooperation with FIFA and I believe the partnership will further improve the quality of CCTV'S long-term strategy in covering soccer."

According to Li, the match between China and Brazil alone at the 2002 World Cup drew a TV audience of 300 million in China.

Besides the FIFA World Cups, CCTV will also show other FIFA events and tournaments such as the FIFA Women's World Cup and the youth World Cups.

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