The National Basketball Association (NBA) and CAfrica Sports announced a new multiyear partnership on 8 December that will provide fans in sub-Saharan Africa with NBA games and original programming.
CAfrica Sports is a U.S.-based television broadcasting company that delivers premium sports programs through a formal network of free-to-air broadcasters in sub-Saharan Africa.
CAfrica Sports will televise one NBA game of the week on Thursday, marquee NBA events including NBA All-Star, along with live games from the NBA Playoffs and The Finals. Thirty-six episodes of NBA Action, a globally renowned highlights show that captures the latest game action and league news, giving fans an inside look at the best players in the NBA, will also air across the entire CAfrica Sports network. All programming will be available in English and French.
“We are excited to continue our relationship with CAfrica Sports which brings unparalleled access to African viewers,’ said Amadou Gallo Fall, NBA Vice President of Development in Africa. “As a high-quality broadcaster with the largest free-to-air network in sub-Saharan Africa, CAfrica Sports enables us to reach wider audiences with more live NBA games and programming.’
According to Robert Fogler, Chief Executive Officer of CAfrica Sports this deal represents a significant breakthrough not only for distribution of NBA content in Africa, but for African viewers as games will be delivered free-to-air. He points out that free-to-air signals reach 20 percent of African households while pay TV reaches less than 1 percent of households.
CAfrica Sports is the only television broadcasting company that delivers premium sports programmes free-to-air via a formal network of in-country broadcasters. Prior to CAfrica Sports, individual in-country African broadcasters were unable to afford access to premium content. The CAfrica Sports model is said to have unlocked pan-Africa to NBA and others (including advertisers).
CAfrica Sports will distribute NBA content to more than 20 African countries which is fundamental to the NBA strategy of penetrating the African continent.
“We’re pleased to deliver the NBA to African viewers as the league inspires and unites – which is of vital importance to CAfrica Sports as well as our sponsors and advertisers who seek to connect their brands with African viewers,’ said Fogler.