By Ossian Shine

KUALA LUMPUR - English football's huge international appeal is not down to marketing or smart business techniques but rather the quality of the game, according to former club chief Peter Kenyon.

Kenyon, former Chelsea and Manchester United chief executive, stressed to Asian football administrators at meetings in Malaysia that the quality of the sport will always be the key driver in growing support and appeal.

"One thing I would say is that quality is what the name of the game is," Kenyon said.

"The quality of the competition is what ultimately drives the value of the product.

"Whether it is the World Cup, regional championships, Champions League or domestic league, the quality of the football is the common denominator."

Kenyon was speaking at meetings arranged to bring together officials from Asian clubs and leagues to discuss the way forward in the region.

The meetings are part of Asian Football Confederation president Mohammad Bin Hammam's determination to increase professionalism within Asian soccer.

Kenyon advised the Asian delegates to continue their drive to improve the quality of football in the continent and said those in charge should re-invest in players, medical care and facilities.