IMG becomes global sponsorship agency of African football  

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Sports firm IMG has become the global sponsorship agency of The Confédération Africaine de Football (CAF) until 2025. 

The agreement will see IMG secure various partnership deals to support CAF competitions, including the CAF AFCON Morocco 2025, as well as the TotalEnergies CAF Africa Cup of Nations (AFCON) Côte d’Ivoire 2023 – the biggest football event in Africa. 

Adolfo Bara, Senior Vice-President and Managing Director of Football Events at IMG, commented: “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.”

The list of CAF tournaments that IMG will look to unlock new sponsorship opportunities for include:
– TotalEnergies CAF Champions League;
– TotalEnergies CAF African Nations Championship;
– TotalEnergies CAF Confederation Cup;
– TotalEnergies CAF Super Cup;
– TotalEnergies CAF Women’s AFCON;
– and the CAF Women’s Champions League.

IMG will also support CAF in building its commercial sponsorship strategy with the provision of marketing intelligence, data analysis and consultancy services.

CAF President Dr Patrice Motsepe added: “One of CAF’s main objectives is to ensure that CAF Competitions and African Football are amongst the best in the 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.”

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