International media rights company MP & Silva has partnered with video distribution and monetisation specialist Rightster to help launch a range of new digital services using its betting and sports media rights, and provide enhanced digital solutions to its sports and broadcast clients.

The partnership with Rightster will include the creation and management of MP & Silva YouTube channels, integrated betting rights services for bookmakers, online video distribution to newspaper sites, and support to MP & Silva broadcast clients with live and video on demand streaming services. Rightster will also provide bookmakers interested in the agency’s sports rights portfolio with a market-leading online solution that will suit their evolving needs, especially for mobile and tablet devices.

“MP & Silva aims to maintain its leadership position in the sports rights market through ongoing innovation and providing an even better service to its partners and clients,” said Andrea Radrizzani, MP & Silva Group CEO. “Part of our job is to look for innovative ways to increase the value of the rights we manage on behalf of sports federations and leagues. We believe that online audiences will continue to grow quickly and we need to provide sports fans with the best digital solutions.”

MP & Silva said Rightster was selected as an exclusive partner because of its “unique position” to understand online video programming, distribution, monetisation, and audience development on online platforms, especially YouTube.

Charlie Muirhead, founder and CEO at Rightster, added: “Rightster makes the task of distributing, monetising, and promoting video content through YouTube – and other channels – more efficient. We look forward to working with MP & Silva to deliver enhanced end-to-end visibility and control of its content, enabling the business to attract more viewers and grow its audience online, while using our media sales expertise to improve monetisation and access new revenue streams.”