DUBLIN-BASED Setanta Sports has hooked up with a New York-based Irishman to try to spread the word about the pay TV broadcaster among the soccer-playing public in the US.

Setanta has linked up with The Soccer Resort, a company set up five years ago in America by Dub Niall Swan. It organises soccer events in the US and Canada, catering for about 10,000 adults a year.

It's a smart move by Setanta. Soccer is a lucrative and growing market in the US, helped by David Beckham's high-profile move to Los Angeles last year. About 18 million people play the sport, making it the second highest participation sport behind basketball. The English Premier League is the most watched tournament among Americans.

The deal was inked by Robert Ryan, brother of Setanta founder Leonard and director of its north American activities.

Setanta is available in the US on DirectTV and Dish Network as well as on broadband. It is also available in pubs and clubs, and is expected to announce other distribution channels in the coming months. It shows more than 1,000 live sports events a year, mostly soccer and rugby from Europe.

This deal will help it promote the Setanta brand to a core soccer audience.

Swan also organises fantasy football tournaments where "ordinary Joes" can play against retired football stars, actors and musicians. George Weah, Ian Rush and Bruce Grobbelar have all been past attractions. He is no doubt hoping the collaboration will open a few doors with celebrity footballers and possible lead to some valuable TV coverage.

Setanta, meanwhile, will be hoping to add to its expanding global subscriber base as it edges ever closer to a likely sale.