Sports promotion company Relevent Sports has signed a deal to take its International Champions Cup (ICC) summer soccer tournament to the Asia-Pacific from next year.
TLA Worldwide plc, an athlete representation and sports marketing group, and Nine Live, a wholly owned Australian subsidiary by Nine Entertainment Co, will organise, promote and deliver the offshoot event from 2015 to 2018.
Participating teams and the host country for the tournament will be announced in due course.
“With this agreement TLA has made a significant move to diversify its activities into the world’s most popular sport,” said TLA Worldwide chair Bart Campbell.
“TLA will play a central role in bringing some of the world’s most widely followed clubs and iconic brands to one of the most dynamic regions of Asia. We are delighted to team up with Nine Live who have market leading regional expertise.”
The ICC, which currently takes place in the US and was formerly known as the World Football Challenge, is one of the highest profile summer tournaments anywhere in the world. Many top European sides participate in the tournament as part of their pre-season tours.
This year’s edition features Real Madrid, Manchester United, Liverpool, Manchester City, AC Milan, AS Roma, Inter Milan and Olympiacos in matches across 12 North American cities. The tournament final will be held on 4th August at Miami’s Sun Life Stadium.