Arsenal, the English Premier League soccer club, has taken another step as it seeks to grow its global brand, appointing international agency MP & Silva to distribute its television channel globally.

The partnership sees MP & Silva awarded the exclusive rights to distribute Arsenal's club TV channel to all countries outside of the United Kingdom and the Republic of Ireland, and will cover all three seasons of 2010/2011, 2011/2012 and 2012/2013.

• Arsenal: Stan Kroenke expected to launch all-out takeover bid
• Arsenal chief Gazidis warns transfer spending will not increase

"We were deeply impressed by MP & Silva's exceptional track record in distributing club channels so we are really pleased to enlist their global expertise as we try to increase the reach of Arsenal TV," said Tom Fox, Arsenal's chief commercial officer. "We have chosen MP & Silva as our international partner as they possess deep-level knowledge across all aspects of managing and distributing a club channel internationally."

Andrea Radrizzani, chief executive of MP & Silva, added: "As one of the most popular clubs in the world, Arsenal FC and Arsenal TV not only appeals to millions of Arsenal and Barclays Premier League supporters, but also draws and appeals to general football fans around the world, so we will do our utmost to help Arsenal TV widen its television distribution and help the channel penetrate new territories, which will play a vital role in raising Arsenal’s overall global brand equity."