MUMBAI: Building on their current four year contract, Advisers Media International and The Football Association have renewed exclusive broadcast and new-media partnership for the next six years which will run till 2018.

The contract between the two partners which began in 2009 expires later this year.

The new broadcast and new-media agreement which covers 27 territories throughout Central and Eastern Europe and Central Asia includes all FA Cup programming, along with select England international and friendly games.

FA?s commercial director Stuart Turner said, ?We are extremely pleased to be continuing our partnership with AMI. They have a proven track record in distributing the FA rights across a variety of platforms and technologies and I have no doubt that they will continue to help develop the accessibility and reach of our rights across their territories."

AMI also holds rights for the English Premier League, FIA Formula One World Championship and NHL in the region.

MUMBAI: MP and Silva, a media rights company, has agreed to a six-year deal with The FA for the acquisition of the FA Cup, the FA Community Shield match and rights for England National Team matches until 2018.

The package covers all Asian territories, except Thailand.

The FA Cup is the world?s oldest domestic Cup competition, with a history of famous upsets and big game clashes. The package offers up to 59 live matches per season, featuring several prestigious English clubs, with the semi-finals and final played at the iconic Wembley Stadium.

The deal with The FA also covers the Community Shield match, the traditional curtain-raiser of the English football season, England national team qualifying matches for the 2014 Fifa World Cup and all England friendly and Under 21 matches.

The FA broadcast manager Mark Shannon said, ?The Football Association is delighted to announce a new long term partnership in Asia with MP & Silva. Their expertise and strong portfolio of football rights in the region impressed throughout a highly competitive tender process. We very much look forward to working with them to further enhance The FA?s competitions in the in the years to come?.

With this new acquisition MP & Silva now has the Asian rights for all English football?s Cup competitions. Since 2010-11, MP & Silva has also managed the rights of Premier League in selected territories in Asia.

MP and Silva Group CEO Andrea Radrizzani said, ?English football is extremely popular in Asia and I am delighted that we can use our local network and expertise to increase the revenues and exposure of The FA in Asia. The rights for the FA Cup, together with Serie A, Ligue 1, Bundesliga, Brazilian League and World Cup qualifier matches puts MP and Silva in control of football rights in Asia, helping us to better negotiate with different broadcasters and ensuring that audience numbers will keep growing in the region."