FIFA turn to IMG to sell rights to CAF World Cup qualifiers

September 27 – IMG has picked up the worldwide media rights for African 2022 World Cup qualifiers.

In the past African member associations sold their own home games, however, when FIFA took over the running of CAF they persuaded country members to give their rights back to a central pool, controlled by FIFA, that would manage the rights sales. FIFA argued they would be able to increase the value and generate more income if the rights were under their control.

FIFA’s management of those rights proved disastrous as national broadcasters in Africa closed ranks and took the opportunity to renegotiate or dump CAF football altogether. This resulted in broadcast chaos with some games not even making it to national audiences. A further disaster for national associations who then struggled to complete on sponsor commitments.

Now IMG have been tasked with beefing up the sales where FIFA has failed.

IMG has been awarded by FIFA a total of 130 matches featuring 40 countries from across the African continent.

These matches include 120 Round 2 matches and 10 home and away Play-Off games that will see five African teams qualify for FIFA World Cup Qatar 2022, which takes place from 21 November-18 December 2022.

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