The International sports media agency MP & Silva has deepened its involvement with the English Premier League soccer team Arsenal FC.
The new six-year deal with the North London club's digital arm, Arsenal Broadband Limited (ABL), will see the two organisations co-produce Arsenal's official multi-platform content and TV programming, Arsenal Media.
Furthermore, under terms of the three-year deal signed in October 2009, MP & Silva will continue to distribute Arsenal's media content internationally.
"In MP & Silva we have found a partner with the same international ambitions as our own and with an exceptional track record within the world of sports media,” said Michael Leavey, ABL general manager. “It's unusual to find an organisation so willing to investigate new creative ways to develop a global media business.”
Andrea Radrizzani, MP & Silva group chief executive officer, said, “We share the same vision and objectives as Arsenal. We decided that it would be strategically advantageous if we pooled our resources and expertise collectively to produce and generate original content that will be tailored to overcome media fragmentation challenges, putting us in a better position to engage Arsenal’s estimated 30 million supporters in the United Kingdom and overseas.
“The new Arsenal Media brand reflects the paradigm shift from a traditional television-centric approach, to one that is focused on creating broader, multi-platform content and programme formats that can be effectively delivered and re-appropriated across different broadcast and media channels," Radrizzani added.