The MP & Silva agency has been appointed as the worldwide media adviser to the Belgian Pro League, the top division of football in the country, in a six-year deal, from 2014-15 to 2019-20.
Under the deal, the agency will work with the league to “develop and implement… commercial strategies in relation to sales of media rights and coordinate under the league’s authority the production and technical services to be provided by prospective licensees.”
Fifteen of the league’s 16 clubs voted for the deal, with Standard Liege the only club not to vote in favour.
The league, which will retain control of the Pro League rights, turned down a rival offer from pay-television broadcaster Telenet. Telenet’s offer to acquire the Pro League rights over 12 years, from 2014-15 to 2025-26, was reported to be worth €75m ($102m) per year, with the league and Telenet establishing a channel to show live coverage.
The deal with MP & Silva is contingent on the league receiving an initial €5m payment within five business days.
MP & Silva is then expected to launch a domestic rights tender, with Telenet and pay-television broadcaster Belgacom – which both have rights for the league in the current three-year cycle, from 2011-12 to 2013-14 – both expected to bid.