In a monumental stride for African football exposure, IMG has established itself as the singular authority for the distribution of media rights encompassing 85 of the Confederation of African Football’s (CAF) territories. This landmark agreement, which was disclosed on Monday (11 December), catapults IMG to the forefront as the exclusive distributor of CAF’s international media rights from 2023 to 2025, excluding areas in the Middle East and North Africa, sub-Saharan Africa, and other select regions.
With this newly acquired role, IMG will oversee the management of broadcast deals pivotal to the next two iterations of the Africa Cup of Nations (AFCON), the continent’s most prestigious football tournament. Fans are already gearing up for what promises to be a thrilling event in the Ivory Coast set to kick off early next year, followed by another much-anticipated tournament in Morocco come 2025. Additionally, IMG’s responsibilities expand to include the qualifiers for these upcoming editions of the AFCON, ensuring comprehensive coverage of the journey leading up to the main events.
However, the scope of IMG’s involvement doesn’t end with the men’s competitions. The deal also spans control over the media rights for the Women’s AFCON slated for 2024, and the highly competitive CAF Champions League, an essential platform for club-level African football.
The anticipation buzzing around IMG’s deal is matched by the excitement expressed by Robyn Cox, vice-president and managing director of IMG’s media business. According to Cox, the TotalEnergies Africa Cup of Nations stands as the crown jewel of African football events—a tournament with vast viewership rivalling that of global football 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,” Cox stated, envisioning a future where African football’s stature is further elevated on the world stage.
IMG’s strengthened relationship with CAF extends beyond broadcasting; their partnership will also witness IMG become the global sponsorship agency of CAF through to 2025. In this capacity, IMG will not merely secure sponsorship deals but also render marketing, data, and consultancy services—a multifaceted approach to driving growth and enhancing the visibility of African football.
IMG is no stranger to the world of football broadcasting and rights management. The company boasts a portfolio that includes rights with the Confederation of North, Central America and Caribbean Association Football (CONCACAF) and has previously showcased the most recent editions of the Fifa men’s and women’s World Cup on its Sport 24 channel.
Moreover, IMG Arena, a division of IMG, which is owned by Endeavor, has made significant strides in providing data broadcasting from numerous European top-flight leagues, thereby cementing the company’s stronghold in the world of global sports broadcasting. This presence is further solidified with the acquisition of Leap Gaming in April, a move that expands IMG’s betting presence and complements its larger strategic initiatives within the sports industry.
The fusion of sport and commercial expertise exemplified by IMG’s latest ventures underscores the growing intertwining of sport as both a competitive endeavor and a lucrative enterprise. IMG’s ambitious vision for African football promises to increase the regional tournaments’ reach, quality of coverage, and appeal to an international audience—benefiting the sport, the fans, and the players alike. It heralds a new chapter not only for IMG but also for the Confederation of African Football, as they collectively navigate the ever-evolving arena of sports media rights and viewership expansion leading up to what may be the most widely broadcast and celebrated African football tournaments in history.
