Endemol Sport has entered into a ten-year partnership with the Football Association of Ireland (FAI) worth more than £10m.
The deal will see the launch of an annual football tournament in Ireland which Endemol Sport will manage the commercial rights for across all platforms.
The first tournament will take place on 30-31 July 2011 and Champions League title holders Inter Milan have confirmed they will take part.
Endemol Sport will work with sports agency Iconic to manage the tournament which take place at the Aviva Stadium in Dublin.
Managing director Gregg Oldfield said the plans was to “bring world class football teams to play in front of the Irish football public. We are extremely pleased to have Inter Milan as our first team and look forward to announcing more leading international clubs in the coming weeks”.
FAI chief executive John Delaney said that the deal would create a platform to showcase the Atricity League, part of the FAI.
As part of the agreement, Endemol will also sponsor and promote the FAI’s emerging talent programme which provides a pathway for elite players all over Ireland to progress to the professional game.