Sportfive is taking a colossal risk in signing a 12-year, $1bn (€888m) renewal with the Confédération Africaine de Football, according to local experts.
The Confédération Africaine de Football could be set for a huge increase in the value of its global media and marketing rights, as negotiations with incumbent rights-holder Sportfive and rival agency Infront Sports & Media near a conclusion.
The rights-trading subsidiaries of sports marketing company Lagardère Unlimited look set for a double boost. World Sport Group is close to renewing its contract with the Asian confederation, while Sportfive remains favourite to renew its deal for African confederation rights.
The Infront Sports & Media agency is understood to be the strongest challenger to the Sportfive agency for the rights to the events of the Confédération Africaine de Football, including the flagship Africa Cup of Nations (Afcon) tournament.
Lagardère Unlimited, the sports marketing division of conglomerate Lagardère, is to unify all its agencies under the single commercial brand name of Lagardère Sports and Entertainment.
The Sportfive agency has appointed Krzysztof Świergiel as a co-managing director of its operations in Poland.
The Confederation of African Football, the continental governing body for football in Africa, has agreed a 12-year extension to its media and marketing rights partnership with the Sportfive agency.
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