IMG picks up two-year deal to sell CAF’s sponsorship portfolio

October 6 – The Confederation of African Football (CAF) have partnered with IMG, appointing the sports marketing specialist the global sponsorship agency for the confederation until 2025.

The deal will cover the two upcoming editions of the Africa Cup of Nations in 2023 and 2025 as well as the CAF Champions League and Confederation Cup, and the CHAN. The women’s Afcon and Women’s Champions League are also included.

IMG will sell sponsorship packages as well as to provide marketing intelligence, data analysis and consultancy services.

CAF President Patrice Motsepe said: “One of CAF’s main objectives is to ensure that CAF Competitions and African Football are amongst the best in World. IMG is a global agency with vast experience in obtaining sponsorship and partnership opportunities and will contribute to increasing the revenues and the viewership of CAF’s Competitions on the African Continent and globally. We are very happy with the agreement concluded between CAF and IMG.”

The terms of the deal or any guarantee to be provided by IMG were not disclosed. In the past, CAF’s sponsorship rights were sold by Lagardère Sports, but the confederation shredded the contract worth $1 billion over 12 years in 2019.

Adolfo Bara, Senior Vice-President & Managing Director of Football Events at IMG said: “Following Morocco’s historic performances at the FIFA World Cup in Qatar last year, which captured the heart and imagination of fans around the world, global interest in African football has never been higher. We look forward to building on that incredible momentum by leveraging IMG’s extensive global sales network and regional expertise, to develop more strategic sponsorship opportunities for the next generation of African football.”

CAF recently announced a deal with Tecno, but still has multiple sponsorship packages to sell. Deals with Continental Tyres and Visa recently ended.

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