In a significant move, IMG, a global sports, events, and talent management company, has expanded its collaboration with the Confederation of African Football (CAF). The new agreement positions IMG as the overseer of broadcast arrangements for upcoming editions of the Africa Cup of Nations (AFCON), with a focus on enhancing media rights distribution for various CAF tournaments. This development follows IMG’s previous appointment as CAF’s global sponsorship agency through 2025.
Broadcast Oversight and Rights Distribution:
Under the terms of the agreement, IMG will take charge of broadcast arrangements for the TotalEnergies CAF Africa Cup of Nations Côte d’Ivoire 2023 and the CAF Africa Cup of Nations Morocco 2025. Moreover, IMG will be entrusted with the distribution of rights for an array of CAF tournaments, including the TotalEnergies CAF Africa Women Cup of Nations 2024, the TotalEnergies CAF African Nations Championship, men’s and women’s CAF Champions League, CAF Africa Beach Soccer Cup of Nations 2024, Futsal Africa Cup of Nations 2024, and the TotalEnergies CAF Confederation Cup 2023/24.
Robyn Cox, Vice President and Managing Director for Africa at IMG’s Media Business, expressed enthusiasm about the partnership, stating, “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.”
Comprehensive Partnership:
This recent collaboration strengthens the bond between IMG and CAF, showcasing IMG’s increasing role in shaping the landscape of African football. In addition to media distribution, IMG has secured strategic deals, including bringing Puma on board as the official match ball supplier for CAF-organized tournaments. Beyond this, IMG will provide essential services such as marketing intelligence, consultancy, and data analysis to support CAF in its endeavors.
Global Audience Growth and Enhanced Fan Experience:
With IMG at the helm of broadcast arrangements and rights distribution, CAF aims to broaden the reach of its tournaments and enhance the viewing experience for football enthusiasts worldwide. The TotalEnergies Africa Cup of Nations, being one of the most-watched football competitions on the African continent, is poised for further global prominence under this strengthened partnership.
As IMG deepens its involvement with CAF, the collaboration sets the stage for an era of heightened media coverage, increased global audience engagement, and a more enriched fan experience for CAF tournaments. The extended partnership reinforces IMG’s commitment to contributing significantly to the evolution and promotion of African football on the global stage.