This latest deal is an extension of the existing six-year relationship between the two parties which sees MP & Silva and the club’s digital arm, Arsenal Broadband Limited (ABL), jointly producing the London-based club’s official international TV programming as well as new multi-platform content, under the name of Arsenal Media.
Under the new deal, MP & Silva has added Emirates Cup rights for the five years from 2011, to run the length of the wider strategic partnership ending in 2015-16.
“Entering its fifth year, the Emirates Cup is now firmly positioned as the leading tournament of its type and we are delighted to be extending our strong and successful relationship with MP & Silva to encompass these rights,” said Tom Fox, Chief Commercial Officer at Arsenal.
"We now, in MP & Silva, have a strategic partner who share our vision around the creation and distribution of all our club owned media. Through this partnership we plan to build strong relationships with the international broadcast community and further develop the Arsenal brand in global markets.”
The Emirates Cup traditionally takes place over a weekend in July or August with a total of four matches, two played on Saturday and two on Sunday. The 2010 event saw Arsenal joined by Italian powerhouse AC Milan, Scottish giants Celtic and Champions League semi-finalists Lyon.
