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The Infront agency has extended its agreement for the Premier League’s free-to-air (FTA) media rights in sub-Saharan Africa, adding the rights to the FA Cup for the same region.
The latest extension will take the partnership between Infront and the Premier League to nine consecutive seasons. As well as working with the English top-flight, the Swiss-based agency currently partners with France’s Professional Football League (LFP) on Ligue 1’s international rights. Infront also manages Serie A’s media rights in 36 Asia-Pacific (APAC) territories.
It is the latest international rights deal agreed by the Premier League, and comes after it announced renewals for its rights in Malaysia, India, and Thailand.
“This sustained success demonstrates the strength of our approach in managing high-profile media rights on behalf of the Premier League across diverse markets,” said Andreas Kaeshammer, head of football at Infront.
“As one of the few major agencies managing Premier League media rights, we’ve worked seamlessly with the league’s in-house team to drive significant growth and deliver tangible results. The inclusion of Emirates FA Cup matches is another milestone in our mission to increase football’s reach in a region with an immense fanbase.”
Paul Molnar, chief media officer at the Premier League, added: “The Premier League is pleased to extend our free-to-air partnership with Infront in sub-Saharan Africa until the end of the 2027/28 season. This renewal demonstrates our shared commitment to an important region that is home to a large number of loyal Premier League fans.”
Infront said there were plans to ‘further increase accessibility’ in the coming years, with over 25 broadcasters in more than 20 African territories currently broadcasting games weekly on FTA television.
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