The Serbia Open has signed an agreement with global sports media company MP & Silva for exclusive, worldwide media rights.

The deal, which excludes Serbia itself, gives the agency rights across all platforms including free-to-air, satellite and cable television, internet, mobile and broadband television.

The 2010 Serbia Open, which is part of the Association of Tennis Professionals (ATP) World Tour, will be held in Belgrade from 3 - 10 May.

“Serbia has churned out a number of top singles and doubles tennis players on the ATP and WTA circuits in recent years, including Novak Djokovic, Jelena Jankovic, Ana Ivanovic, Nenad Zimonjic, Viktor Troicki and Janko Tipsarevic, so it is befitting that the country hosts an ATP event, marking its place at the top of professional tennis,” said Andrea Radrizzani, group chief executive officer for MP & Silva.

“Serbia Open represents an important milestone for tennis in this country but also for the entire Balkan region, and we are pleased and honoured to be entrusted with the responsibility of marketing and distributing ATP World Tour’s newest event.”

Goran Djokovic, tournament director of the Serbia Open, added: “The inaugural Serbia Open 2009 not only presents a great opportunity to showcase this city and this young country to the world, but also offers a fantastic platform for fast-emerging players from the region to play against the best players from around the world. We have big plans for the Serbia Open, thus we are very excited to partner with MP & Silva, a company that has an outstanding track record of managing and distributing top sporting events.”