Arsenal Football Club has today agreed an extension to its existing long-term content and production agreement with MP & Silva (MPS), a leading international sports media company, to distribute worldwide rights for the Emirates Cup – the annual two-day pre-season football tournament hosted by the Club.

MP & Silva and the club’s digital arm, Arsenal Broadband Limited (ABL), jointly produce its official international TV programming as well as new multi-platform content, under the name of Arsenal Media. A six year deal from the 2010/11 season, the Emirates Cup rights will run the length of the wider strategic partnership to 2015.

The Emirates Cup acts as a showpiece curtain raiser to the Barclays Premier League season,  traditionally taking place over a weekend in July/ August with a total of four matches, two played on Saturday and two on Sunday. The winners are presented with the Emirates Cup trophy after the second match on Sunday. The 2010 event saw the Gunners joined by Italian powerhouse AC Milan, Scottish giants Celtic and UEFA Champions League semi-finalists Lyon from France. The teams are invited by the Club each year and MP & Silva will work with the Club to help ensure both a stellar line up of teams as well as an outstanding media distribution.

“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.  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” said Tom Fox, Chief Commercial Officer, Arsenal FC.

“Following the huge success of the Emirates Cup for the past four pre-seasons, we are delighted to add these rights to our global portfolio”, said Andrea Radrizzani, Group CEO, MP & Silva. “The tournament is European football’s most high-profile pre-season event and it offers many Gunners supporters across the globe their first opportunity to see Arsenal play ahead of the new season each year. As we said when we launched our original partnership, we share the same vision and objectives as Arsenal and we look forward to bringing our expertise to bear in delivering Emirates Cup to Arsenal’s millions of supporters in the United Kingdom and overseas.”

Information on the 2011 Emirates Cup, including the visiting teams and ticketing details will be available from www.arsenal.com in due course.

Copyright 2014 The Arsenal Football Club plc. Permission to use quotations from this article is granted subject to appropriate credit being given to www.arsenal.com as the source 9 Dec 2010