Formula One Management has inked a six-year deal with media rights agency MP & Silva to promote the sport in the Middle East and eastern Europe.

The agreement provides MP & Silva with exclusive media rights to all F1 races, plus qualifying and practice sessions, on all platforms and devices for the territories of MENA (Middle East and North Africa), plus Bulgaria, Romania and Poland. The exclusive deal will cover MENA, Poland and Romania from 2014 to 2019, and will add Bulgaria from 2015 to 2019. With re-runs, the agreement could amount to more than 100 hours of programming annually.

"The purpose of this agreement is to help grow interest in F1 throughout the Middle East, and I am confident that MP & Silva can help us achieve that," Formula One Group CEO Bernie Ecclestone commented.

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The deal sees MP & Silva add F1 to a media rights portfolio that is already strong on football, and includes the UK Premier League, Italy's Serie A, France's Ligue 1 and the US-based MLS. The company is also the distributor to selected markets for the 2014 FIFA World Cup Brazil, German Bundesliga and Spain's La Liga.

"We are extremely honoured with this long-term relationship with F1 as very few companies worldwide have the privilege of being selected as sales representative for the FIA Formula One World Championship," founding partner Andrea Radrizzani admitted, "This partnership is a recognition of our leadership in the sports media rights market and we look forward to supporting Formula One Management in furthering F1 racings popularity in general and to guarantee improved audiences of F1(R) races in MENA."