CAIRO: Sportfive has extended its marketing and media rights deal with the African soccer governing body, the Confederation of African Football until 2028.

Under the terms of the deal, Sportfive will have exclusive marketing rights to all CAF’s major competitions, including the African Nations Cup and the African Chmapions League.

The 12-year renewal sees Sportfive extend a partnership which first commenced in 1993.

CAF president Issa Hayatou said: “We have appreciated and are very satisfied with Sportfive’s 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.”

Financial terms of the deal were not released, but under the current deal CAF will earn a minimum of almost $140m from Sportfive in television and marketing revenue, according to their financial statements.

Sports rights marketing agency Sportfive are part of diversified media organisation Lagardère Group.

Arnaud Lagardère, general and managing partner of the group, commented: “We strongly believe that the African continent is a source of significant growth for our business activities in the coming years and this partnership renewal with CAF is a perfect example of this vision.”


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Soccerex Partners - Feb 2015