IMG and CAF Join Forces in Exclusive Distribution Agreement

IMG now has exclusive rights to distribute international media products for Confederation of African Football (CAF) events in over 85 countries.

The deal runs from 2023 to 2025, allowing the global sports, events and representation company to manage the broadcast of the two Africa Cup of Nations (AFCON) tournaments and the respective qualifying matches.

The next two AFCON tournaments are the TotalEnergies CAF Africa Cup of Nations, which will be held in Côte d’Ivoire in 2023, and the CAF Africa Cup of Nation, scheduled for 2025 in Morocco.

Robyn Cox, VP & Managing Director for IMG’s media business in Africa, noted: “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”.

It is worth noting that the deal does not include the Middle East, North Africa and some southern African territories. However, this partnership strengthens IMG’s ties with CAF, which has struck a deal with Puma to supply the official ball for tournaments hosted by CAF. In addition, IMG provides marketing intelligence, data analytics and advisory support to develop CAF’s new commercial sponsorship strategy.

“The Digital Trends 2024” report, published last week by IMG, highlighted that digital learning will have the “most direct and profound impact” on sports rights holders in 2024. It notes that benefits in the areas of content creation, customer service, sales forecasting and marketing have yet to be realized.

“Sports will need to stay across advances in motion capture and 3D modeling that could see sports events rendered in new environments: rights holders that lead the market in 2030 will be the ones testing and learning in 2024”, commented IMG.

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