Length of contract: 4 years | Annualised value: US$2.5 million | Overall value: US$10 million

The Football Association of Wales (FAW) has announced a four-year deal that will see Kentaro, the international sports rights agency, distribute the FAW's international TV rights as well as market the federation's sponsorship and related media rights.

The deal will cover the qualifying campaigns for the 2012 European Championships and the 2014 World Cup, and the value could greatly increase if the country manages to secure qualification for the finals of either event. If the agency achieves its targets, it is estimated it could earn a commission of US$2.5 million per year.

"We are proud to welcome yet another British Isles federation to the ever expanding Kentaro family," said Peter Silverstone, managing director of Kentaro. "It will be an honour to play our part in maximising the value of the FAW's rights."

Each of the 'Home Nations' has a separate governing body, and Kentaro already has long-term marketing deals in place with the English FA and the Football Association of Ireland. "The cooperation with Wales will further extend our position as the market leader in the United Kingdom," said Silverstone.

Kentaro is currently responsible for marketing the TV rights for over 250 matches in the build-up to the Fifa World Cup 2010, including 90 per cent of the South American qualifiers. The company also exclusively organises all friendly matches of the Brazilian and Argentinian national teams.