Few hours to go: African viewers not sure of watching AFCON 2013

afcon ballJust a few hours before the Orange AFCON 2013 kicks off, some African viewers are still not sure that they will be able to watch the games (January 19 to February 10) on their national terrestrial television or on other African televisions broadcasting on satellite by illegal overflowing. This is due to a recurrent and systematic claim from some African televisions that media rights are too expensive therefore they cannot afford to broadcast the tournament.

This reaction not only illustrates the lack of both anticipation and marketing knowledge, but also mistrust against the current economic model, which – if applied with relevance as elsewhere – will enable African televisions to generate profits by selling advertising space to sponsors.

As the world’s second biggest football competition, the AFCON represents a great marketing opportunity to many companies because of the viewers it attracts. In fact, LC2 – AFNEX and its partners have identified at least 22 international and/or African companies, with an average annual turnover of over 106 billions euros across eight different business sectors, that wish to increase their media exposure.

Building on this and thanks to its acute knowledge of the African sport market, LC2 – AFNEX has been working to develop and implement a different approach to managing and marketing CAF broadcasting rights it is licenced for since 2003. This means, for instance, adapting licence fees to individual country profile and working over time with national televisions to find adequate financing for licence purchase and to capitalise on the marketing opportunity.

It is obvious that with such an economic model, African Football becomes a creator of wealth for television and advertisers by bringing them closer to supporters (viewers) and populations (customers).

LC2 – AFNEX carries on its mission in the interest of African football, and for the AFCON 2013, has promoted the application of this mechanism between actors in order to bring a stronger visibility to sponsors and more income to televisions for the acquisition and production of sports programs.

LC2 – AFNEX welcomes the willingness of parties working for the establishment of a sustainable economic model for African sport, and thanks government authorities and those that have showed support over the past 16 years. It also testifies its gratitude to those who facilitate discussions between local economic players and televisions, with a special mention for the authorities and personalities of Gambia (whose national team is not qualified), and those of Cape Verde (whose national team is qualified) for their outstanding support to this new economic model whose results were immediate and beneficial to all.

LC2 – AFNEX wishes that televisions of Nigeria, Ethiopia, Zambia and Mozambique will soon join the movement and subscribe to an income-generator mechanism that should extend well beyond just one AFCON, for the sake of football, media and African supporters.

Let’s all live the ORANGE AFCON 2013 in conditions that are respectful of African sports economy in general and of African football in particular. (www.sportetafrique.com)

Distributed by the African Press Organization on behalf of LC2-AFNEX.