IMG has secured the exclusive distribution rights for 85 territories under the Confederation of African Football (CAF) between 2023 and 2025, a groundbreaking agreement announced on Monday, December 11th.
This landmark deal empowers IMG to manage the international media rights for events spanning over 85 CAF countries, although it notably excludes the Middle East, North Africa, sub-Saharan Africa, and select other areas.
The pivotal arrangement positions IMG as the gatekeeper of broadcast deals for the upcoming two editions of the Africa Cup of Nations (AFCON), set to take place in Ivory Coast early next year and Morocco in 2025.
Furthermore, IMG will preside over the rights for the qualifiers leading up to these prestigious international competitions.
Among the array of events covered by IMG’s deal, the Women’s AFCON in 2024 and the CAF Champions League are notable inclusions.
Robyn Cox, the Vice President and Managing Director of IMG’s media business, expressed enthusiasm for the partnership’s potential, recognizing the significance of the TotalEnergies Africa Cup of Nations as one of Africa’s premier sporting events and a global football spectacle.
Cox highlighted IMG’s commitment to expanding their collaboration with CAF, aiming to maximize the value of media rights, amplify the competition’s worldwide audience, and elevate the viewing experience for fans.
Notably, IMG has recently inked a significant deal to serve as the global sponsorship agency for CAF until 2025, extending its influence beyond media distribution.
In addition to sourcing fresh sponsorship opportunities, IMG will provide vital marketing, data, and consultancy services.
This move further solidifies IMG’s footprint in the world of football, as they also hold rights with the Confederation of North, Central America and Caribbean Association Football (CONCACAF).
Moreover, IMG Arena, a division of IMG, is responsible for broadcasting data from various top-flight European divisions.
Under the umbrella of Endeavor, IMG Arena has expanded its presence in the betting sector with the acquisition of Leap Gaming in April.
In conclusion, IMG’s exclusive distribution rights for 85 CAF territories signify a transformative partnership that not only encompasses media rights but also extends into sponsorship, marketing, and data services, promising to unlock greater value and enhance the prominence of African football on the global stage.