Under the milestone agreement, the agency will define and market UFL media rights to Middle East broadcasters for the next five years, starting with the 2008-09 season, and will also manage the global distribution of UFL. The Singapore-based agency will also be in charge of production of all UFL events, including UAE Super Cup, and the League Cup.
Formerly known as Etisalat National League, the UFL is widely recognised as one of top leagues in Asia, and is currently one of the 11 leagues in Asia that has met the criteria to be included in the revamped 2009/2010 Asian Football Confederation (AFC) Champions League.
“We are excited to become the partner of the new league established in the UAE. We believe that football is growing very robustly in the Middle East region, and we are delighted to bring onboard our expertise and knowledge in media distribution and production to raise the visibility and quality of the new-formed UFL,” said Andrea Radrizzani, Chief Executive Officer, MP & Silva. “MPS and the UFL will work closely to develop the new format of the local championship in order to maximise TV value in the region, develop distribution channels to international markets, and secure commercial opportunities in Asia through our extensive experience and penetration in the Asian region.”
“We choose MPS for their expertise and experience in the international market, and they will be helping us develop a new media market strategy for local and Asian markets, which will be in line of AFC President Mohammed Bin Hamman’s vision,” said Mohammed Al Mahmood, Vice Chairman, UAE Football League. “We are confident that MPS will help the UFL reach out to new countries and secure better penetration within the AFC region. This first agreement signed by UFL is testament to the success of our new approach, as well as the efforts of the new professional management team in place, who are fully dedicated and committed to developing the new league. This agreement also represents an important milestone for Arab and Middle Eastern football, and will form the platform for us as we aim to reach greater heights.
This agreement follows MPS's deal with the Football Federation Australia to distribute the Hyundai A-League.
