The agreement will see the leading free-to-air broadcaster televise coverage of the Diamond League, the world’s premier track and field events league, to sub-Saharan African television viewers. CAfrica Sports distributes programming through a formal network of free-to-air broadcasters throughout the continent, reaching more than 300 million consumers.
“We’re thrilled to bring the Samsung Diamond League to African viewers as this programming represents the elite in track and field events and features the biggest stars of the sport including Usain Bolt, Kenenisa Bekele and Tyson Gay,” said Robert Fogler, chief executive officer of CAfrica Sports. “The addition of Samsung Diamond League to our lineup further expands our commitment to bringing the best of the world’s sports to a broad base of African viewers.”
CAfrica Sports has begun its coverage of the Diamond League by broadcasting a 30-week, half-hour series of highlight shows featuring the most exciting moments of the event’s inaugural season in 2010.
“The Samsung Diamond League represents the world’s premier one-day track and field television programming, and this agreement with CAfrica Sports provides an opportunity to significantly expand our reach in Africa,” added Lamine Diack, IAAF president and chairman of the board of the Diamond League. “Working in partnership with CAfrica Sports, we look forward to delivering the thrill of competition along with a weekly highlights show so that fans can track their favourite athletes’ progress throughout the season.”
