Sportfive to market Bundesliga rights in Sub-Saharan Africa

The Sportfive agency has concluded a three-year deal to market free-to-air (FTA) rights to German top-flight soccer’s Bundesliga in selected sub-Saharan African territories.

Bundesliga International and Sportfive will work together on finding deals for the African package, which contains one high-profile Bundesliga match per matchday as well as a weekly preview show and a highlight show.

Sportfive, known as Lagardère Sports before the division was sold by its owner to H.I.G Capital in December 2019, has worked extensively in the sub-Saharan African territory. The agency presently has ties with the Commonwealth Games and the National Basketball Association (NBA), as well as previously with Italian soccer’s Serie A.

The Chief Executive of Bundesliga International, Robert Klein, said, “Partnering with broadcasters in multiple countries across the regions of sub-Saharan Africa and Latin America allows us to deliver the Bundesliga in a way that is relevant, engaging and tailored specifically to local fans. This remains an integral part of our strategy and we are already seeing the fruits of this approach.”

Source: Sportspro Media Limited