Speaking at an Australian Business in the Gulf luncheon in Manama, Bahrain, where the Socceroo take on Bahrain in a World Cup qualifier tonight, Buckley said the global reach of football meant it was uniquely placed to help Australia and Australian businesses.

"Football is a more universal language than English," Buckley said.

"The FIFA World Cup is contested by 208 countries around the world, and the World Cup tournament itself is watched by a cumulative audience of 30 billion people."

Buckley said that every time the Qantas Socceroos, or one of the other eight national football teams of Australia, plays another country, they are helping to build "equity in Australia as a nation, or as a 'brand'."

"The Qantas Socceroos are Australia's football diplomats who help to get Australia noticed, and who also help open doors for Australian businesses."

The business luncheon was attended by Australian business leaders in Bahrain with their clients and guests, who also went on to cheer on the Qantas Socceroos.

Companies represented included Ernst and Young, Bovis Lend Lease, Riyadh Bank, Arab Bank, KPMG, BCS Bahrain and BAE Systems.

"On the world stage, there is no other sport with the same level of global appeal or audience reach as football," said Buckley.

"There is no other sport which engages so many people from so many nations around the world, which helps all of us in relating more effectively as individuals, as corporate organisations or between governments.

Buckley said FFA believes that supporting Australian business, and promoting Australia, is an important and unique role and responsibility of football.