THE Nigerian Television Authority (NTA) has acquired sub-licensed rights to one English Premier League fixture per match week Sports Business reports.
The deal was brokered by Integral Sponsorship and Experiential Marketing, a Nigerian sports marketing company after Infront agency sold rights on the public auction market.
NTA’s deal also includes the right to broadcast Premier League-produced magazine programs which will be aired on a weekly basis.
Jean-François Jeanne, managing director at Infront France, said: “Nigeria is a key market for the English Premier League. Together with Integral, we hope to maximize its media exposure in the country and provide an opportunity for passionate Nigerian fans to follow the action on free-to-air TV.”
Infront acquired the Premier League’s free-to-air distribution rights in over sub-Saharan African countries for the 2019-2o to 2021-22 cycle, though it is expected that the agency faces a challenge to extract value over the lifespan of the contract due to the demise of Kwesé TV.
Infront is managing the sale of the rights through its newly-created Africa division based in Paris and the Premier League sales mandate follows on from the agency’s distribution of free-to-air rights in the region to the 2016 Olympic Games.
The Nigerian footballing community has welcomed the news with opened arms and happy to be able to finally watch their favorite sports content.