adminAFRICAN football’s long-standing relationship with the French marketing company Sportfive has just got even considerably longer. The two have extended their agreement over television and marketing for a further 12 years, singing a contract until 2028. The Confederation of African Football says the deal is worth a US$1bn, although how they arrive at the figure remains unclear as full details of the deals between African football’s governing body and its marketing partner have never been made public.
But if the number is accurate it will suggest a 10-fold increase in income for the African game over the next decade, holding out the possibility for a substantive boost in monies earned by both national associations and clubs.
At the last Caf Congress in Cairo in April, there was talk among officials of a massive hike in prize money for the African Champions League, where the winner currently earns US$1,5m (the same amount each year since 2009). But little was even formally discussed at the Congress itself.
The only mention came in the financial report in which Caf president Issa Hayatou said: “Considering the work done the last few years, the television viewing figures of Caf competitions and the growing interest of international partners, Caf is confident in its future, allowing the increase of funds and support to Caf member associations.”
The last deal between Caf and Sportfive signed in 2010 was worth around $140m over seven years.
Sportfive, part of Lagardere Sports, paid $46,8m for four successive editions of the Africa Cup of Nations finals, starting with the 2010 tournament in Angola to the 2015 finals in Equatorial Guinea. Up to 2008, Caf earned $55m every two years for Nations Cup rights. — Online.
Online Reporter