Orange Telecom strengthens brand in African football

Orange Telecom has landed a deal to sponsor major Confederation of African Football (CAF) events after the sponsorship period covered by MTN for a record US$12.5 million ended. This deal gives Orange exclusive media and marketing rights over the Afican Cup of Nations held every two years, the annual CAF champions league as well as several other soccer tournaments on the African continent.

According to the CAF web site, "following the acquisition of TV and mobile rights of African football in France for the coming 4 years, this key agreement with the CAF will enable Orange to accelerate its contents strategy expansion as well as improve its brand awareness on African continent and main European markets".

This deal is of great importance as it signifies the increasing importance of media and marketing rights in sub saharan Africa's under developed sports. The wider availability of internet access when the various sub-marine fiber optic cable projects are completed should also widen viewership through provision of sports offerings over the internet.

The hope is that as big brands like Orange get better visibility, the small township brands will also grow through the sponsorship and training packages offered by Orange.