Econet Media will bring International Association of Athletics Federations (IAAF) competitions to its Kwesé TV platform in sub-Saharan Africa from 2018, having reached an exclusive agreement with ESPN, who were representing the IAAF.
The 6-year deal, brokered by ESPN’s Media Distribution unit, begins on January 1, 2018, with Kwesé TV becoming the exclusive broadcaster for IAAF events and content in sub-Saharan Africa.
These will feature across its free-to-air and pay TV channels as well as the new Kwesé Play service.
The deal includes the next three IAAF World Championships: 2019 IAAF World Championships in Doha, Qatar, 2021 IAAF World Championships in Eugene, Ore., USA and 2023 IAAF World Championships.
The next three IAAF World Indoor Championships; 2018 IAAF World Indoor Championships in Birmingham, UK, 2020 and 2022 and more than a dozen other competitions in the IAAF World Athletics Series are also included.
The rights agreement is the latest in Kwesé and ESPN’s successful partnership after the brands signed a long-term collaboration agreement for sub-Saharan Africa in October 2016.
The deal comes in the wake of the recent announcement that the European Broadcasting Union (EBU) and ESPN Media Distribution are collaborating to represent the media rights to IAAF events across Europe and Africa.
Joseph Hundah, President and Group CEO of Econet Media, said: “Our exclusive collaboration with ESPN was forged on our collective commitment to bringing the best in world class sporting content to African audiences.”
He added: “Athletics enjoys a huge following on the continent with African sports men and women dominating in a number of categories. The IAAF is an important addition to our Kwese Sports portfolio as we extend our offering and build Africa’s most diverse sports destination.”
Athletics is the most popular and wide reaching sport of the summer Olympic Games with 200 teams participating in Rio 2016, and with Kwesé have acquired rights to the Olympic Games from 2018, African sports fans will be truly spoilt for choice.