CAF, SPORTFIVE sign $1bn marketing agreement

The Confederation of Africa Football (CAF) and SPORTFIVE have renewed their landmark agreement for the media and marketing rights of major CAF competitions for a 12-year period.
According to a statement by CAF on Saturday, the agreement would take effect from 2017 and run till 2028.
It said that the agreement, which is worth a minimum of $1 billion, will enable African football to face the future with serenity.
The statement said that compared to the previous agreement, the guaranteed minimum of $1 billion represents a very substantial increase.
It said that the agreement would cover competitions which include the African Cup of Nations and its preliminary phase as well as the African Nations Championship and its preliminary phase.
Others are the CAF Champions’ League; CAF Confederation Cup; the CAF Super Cup; the African U-20 Championship and the African U-23 Championship.
According to CAF President, Issa Hayatou, the new partnership will enable the body pursue its objectives in developing, promoting and increasing broadcast of African football.
It said that the agreement will also enable an efficient organisation of competitions on the continent and more effective protection of players’ integrity.
It stated that it will also help to take significant actions to the benefit of the African youth within the context of football.
“We have appreciated and are very satisfied with SPORTFIVE performance over the years.
“We are excited to expand this agreement for 12 additional years and to jointly continue to cooperate in the future to promote our sport”, the statement quoted Hayatou as saying.
According to the statement, CAF Secretary General, Hicham El Amrani said that the partnership falls in line with CAF’s willingness to meet the needs of member associations, national teams and clubs.
It also noted that it will bring about exposure of the highest level, especially in terms of audio-visual coverage and digital activation.
“This historic agreement will consolidate the professionalisation of African football and accelerate the establishment of key development programmes for African teams and technical staff.
“It will also enhance the performance of African teams at the global level,” it quoted Amrani as saying.