IEC in Sports, the Stockholm-based marketing agency, has signed a deal to collectively market and handle the global broadcast media distribution and television co-ordination for three of the most prestigious out-of-season soccer tournaments. The Amsterdam tournament, hosted by Dutch giants Ajax, the Rotterdam Super Game, at the home of their rivals Feyenoord, and the Dubai Challenge, to be held in January 2010, have attracted such clubs as Arsenal, Manchester United, Liverpool and both Inter and AC Milan in recent years.

All three tournaments are run by Footballs World Series, (FWS), which has, in addition, agreed that IEC in Sports will fulfil a similar role with any future tournaments added to its calendar. The first of those is likely to be in China, and could be set up as early as this year.

"We are extremely excited to be appointed by Footballs World Series with a global broadcast mandate for these tournaments," said Jonas Persson, chief executive of IEC in Sports. "IEC have demonstrated in recent years, through handling tours for Manchester United, Real Madrid, and Barcelona, that we can ensure they receive the best television distribution possible."

Though the matches are effectively non-competitive friendlies, the pre-season tournament structure has proved increasingly popular with soccer fans in recent years. Stuart Webb, chairman of FWS, said: "We see global media growth for Footballs World Series tournaments as the key to expanding the franchise. IEC's television distribution arm has demonstrated they have the drive and experience to ensure our matches are aired live across all five continents."