Fans of the Welsh national soccer team have experienced some dizzying highs and disappointing lows in the last 18 months. Ford previously worked as head of sponsorship at Coca-Cola, and took over as chief executive of the Welsh FA in 2009. Forging ties with China is an important part of the development of Welsh soccer, he said. "It is a lofty goal, and it's about going back to the very basics of football," Ford said. "You need facilities, and the Chinese government is investing copious amounts of money to make sure those facilities are there.