The agreement excludes in the MENA region and sub-Saharan Africa.
Sports rights agency IMG has inked a deal with the Confédération Africaine de Football (CAF), securing exclusive rights to distribute international media rights for CAF’s events from 2023 to 2025. The agreement covers 85 territories outside sub-Saharan Africa, the Middle East, and North Africa (MENA), commencing with the 2023 Africa Cup of Nations scheduled for next month.
The comprehensive contract encompasses the 2025 Africa Cup of Nations in Morocco, tournament qualifiers, the Africa Women’s Cup of Nations, and futsal and beach soccer competitions. Additionally, IMG has acquired rights to both the men’s and women’s CAF Champions League, featuring the best club sides in Africa.
Robyn Cox, VP & Managing Director, Africa, for IMG’s media business, said: “The TotalEnergies Africa Cup of Nations is the biggest event on the African Continent and one of football’s most watched competitions. We’re looking forward to expanding our partnership with CAF to help unlock greater value from its media rights, grow the competition’s global audiences and enhance fans’ viewing experience.”
IMG already serves as CAF’s sponsorship agency until 2025, managing arrangements for 11 competitions and providing marketing intelligence, data analysis, and consultancy services in line with CAF’s commercial sponsorship strategies.
Last week, CAF finalised a two-year deal with pan-African broadcaster New World TV for free-to-air (FTA) and pay-TV English and local language media rights in Sub-Saharan Africa.
CAF president Patrice Motsepe added: “The media rights agreement with New World TV is the biggest investment by a pan-African broadcaster in CAF’s history. We are very proud to partner with such a globally competitive and innovative broadcasting company which has adapted quickly to the changing demands and viewing patterns of the modern football audience. New World TV is also introducing new ways of consuming video content through its strong partnerships with various mobile operators and its television networks.”
CAF terminated its 12-year, $415m broadcast contract for MENA, Asia-Pacific (APAC), France, and the US with BeIN Sports back in September, subsequently recommitting to the deal last month.
