Fifa head Sepp Blatter has said that football is bouncing back financially from the economic downturn.
"I think we are seeing sponsorship [in football] starting to rise up again from the bottom it hit during the economic crisis," he said.
He was speaking at the Soccerex football business seminar.
Mr Blatter also hailed footballers as modern-day gladiators and said he hoped next year's World Cup would leave South Africa a more secure country.
The Fifa head covered a number of topics from the realm of football business, including the challenges and legacies of the 2010 World Cup, the global downturn, and television money in the sport.
TV rights
Addressing the broader global economic circumstances, Mr Blatter said that the money TV had pumped into football had helped it get through the recent downturn.
"Football has touched by the economic crisis; one can see that in the lower football professional leagues in France, Italy and Spain, where there is not the same amount of money available," he said.
"I think we are seeing sponsorship [in football] starting to rise up again from the bottom it hit during the economic crisis," he said.
He was speaking at the Soccerex football business seminar.
Mr Blatter also hailed footballers as modern-day gladiators and said he hoped next year's World Cup would leave South Africa a more secure country.
The Fifa head covered a number of topics from the realm of football business, including the challenges and legacies of the 2010 World Cup, the global downturn, and television money in the sport.
TV rights
Addressing the broader global economic circumstances, Mr Blatter said that the money TV had pumped into football had helped it get through the recent downturn.
"Football has touched by the economic crisis; one can see that in the lower football professional leagues in France, Italy and Spain, where there is not the same amount of money available," he said.
"But with the World Cup, and higher professional leagues, the [financial] involvement from the general outside economy is still there, largely from TV money."
"The marriage of TV and football over the past 25 to 30 years has been wonderful, and football is one of the best products TV can have."
Looking ahead to the next World Cup, to be held in Brazil in 2014, Mr Blatter said it had been a wise decision to award it to the South American nation, as its economy was now thriving.
"Brazil's economy is in a good way," he said.
"And for Brazil the World Cup will bring in more investment, as it did when we last changed continent and brought the World Cup here to South Africa."
'New gladiators'
He also said that as well as being an attractive proposition for television firms and sponsors, the World Cup was also emotionally helping people hit by the economic downturn.
"The Romans give people bread and entertainment - they gave them gladiators; now footballers are the new gladiators," he declared.
He earned rapturous applause from the thousands of delegates assembled in Johannesburg when he opened his remarks by saying South Africa would win when it played in the opening game of World Cup 2010.
"We will have a wonderful World Cup in South Africa, that is why I am so happy to be here," he said in a keynote speech.
"The marriage of TV and football over the past 25 to 30 years has been wonderful, and football is one of the best products TV can have."
Looking ahead to the next World Cup, to be held in Brazil in 2014, Mr Blatter said it had been a wise decision to award it to the South American nation, as its economy was now thriving.
"Brazil's economy is in a good way," he said.
"And for Brazil the World Cup will bring in more investment, as it did when we last changed continent and brought the World Cup here to South Africa."
'New gladiators'
He also said that as well as being an attractive proposition for television firms and sponsors, the World Cup was also emotionally helping people hit by the economic downturn.
"The Romans give people bread and entertainment - they gave them gladiators; now footballers are the new gladiators," he declared.
He earned rapturous applause from the thousands of delegates assembled in Johannesburg when he opened his remarks by saying South Africa would win when it played in the opening game of World Cup 2010.
"We will have a wonderful World Cup in South Africa, that is why I am so happy to be here," he said in a keynote speech.
"The World Cup has been a huge cause of investment in South Africa, and it will leave a wonderful infrastructure, not only in terms of transport, but also with telecoms and different hotels and parks."
He also said that the World Cup would leave a legacy for the security industry in South Africa, with Fifa demanding thousands of additional trained security guards for the duration of the 30-day tournament in June and July next year.
"My wish would be that the security industry being developed for the World Cup shall remain afterwards, so that we have done something [towards a] secure country," Mr Blatter added.
Looking at what work had still to be done in the country, he said that this summer's "wonderful" Confederations Cup had identified some potential problems ahead of the World Cup.
"We understand something of the logistical problems - involving transportation and accommodation issues - but these will be solved."
"But when we have identified problems we can solve them. The South African government and other entities, they know about these issues and will deal with them."
Mr Blatter also alluded to the question of World Cup ticket distribution - there will only be 3.5 million tickets available for a country of 44 million - by saying that it is natural that not everyone would be able to attend in person.
"Football belongs to the people, but the World Cup is also on a level of where it cannot be without economic groups, politicians, so there has to be a balance," he said.
He also said that the World Cup would leave a legacy for the security industry in South Africa, with Fifa demanding thousands of additional trained security guards for the duration of the 30-day tournament in June and July next year.
"My wish would be that the security industry being developed for the World Cup shall remain afterwards, so that we have done something [towards a] secure country," Mr Blatter added.
Looking at what work had still to be done in the country, he said that this summer's "wonderful" Confederations Cup had identified some potential problems ahead of the World Cup.
"We understand something of the logistical problems - involving transportation and accommodation issues - but these will be solved."
"But when we have identified problems we can solve them. The South African government and other entities, they know about these issues and will deal with them."
Mr Blatter also alluded to the question of World Cup ticket distribution - there will only be 3.5 million tickets available for a country of 44 million - by saying that it is natural that not everyone would be able to attend in person.
"Football belongs to the people, but the World Cup is also on a level of where it cannot be without economic groups, politicians, so there has to be a balance," he said.
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