Infront's new Africa unit to sell FTA Premier League rights in sub-Saharan Africa
Infront, the international sports marketing agency, has struck a deal with English soccer's top-tier Premier League distribute its free-to-air media rights across sub-Saharan Africa.
The agreement covers the 2019-20 to 2021-22 cycle in more than 40 countries, including major markets such as South Africa, Ghana, Nigeria and Kenya.
The free-to-air package includes one free-to-air match to be broadcast live every Saturday, as well as weekly preview, magazine and highlights programmes.
The sales project will be managed by Infront's recently-created Africa division based in Paris, with associate director of media rights Christophe Van Rothem leading the charge. Van Rothem joined Infront in February after seven years at the rival Lagardere agency where he focused on selling media rights in Africa.
Jean-François Jeanne, Infront France managing director, said: "Infront has a history of delivering rights to sub-Saharan Africa following our success with the Rio 2016 Olympic Games and we believe that this new agreement can be the start of a long-term and trusted partnership with the Premier League. The establishment of our new media rights Africa division is a clear sign of our strategic goals on the continent."
Paul Molnar, Premier League director of broadcasting, added: "These rights are important in ensuring the widest possible access to our competition for the many passionate Premier League fans across Africa."
Pay-TV Premier League rights across sub-Saharan Africa, including South Africa, until the end of the 2021-22 season are held by SuperSport, which renewed its deal two years ago and can broadcast all 380 matches per season live on all distribution systems, including TV, internet and mobile.
In the previous three-year cycle, which ended after the 2018-19 season, Kwesé, the Econet-owned pan-African sports network, held free-to-air rights across sub-Saharan Africa to one live game per week.
For 2018-19, Kwesé sold on the free-to-air package in South Africa to public-service broadcaster SABC.