Adedapo Adesanya
By Adedapo Adesanya
Nigeria’s leading sports marketing and management company, Integral, has secured the exclusive rights to broadcast the Olympic Games Tokyo 2020 on free-to-air television.
As a result, the company will once again work with the Nigerian Television Authority (NTA) Network to deliver all content on its free-to-air-platform
This sub-license deal comes from Infront, a Wanda Sports Group company and the International Olympics Committee (IOC) exclusive rights holder for free-to-air distribution rights in Sub-Saharan Africa. The deal is in addition to Integral’s existing Premier League sub-license free-to-air media rights agreement on NTA.
The exclusive package includes TV broadcasts of live events as well as repeats and highlights from the Olympics.
As a result of the collaboration, over 200 hours of sporting content will be available on the NTA Network with 6 to 9 hours of daily content throughout the period of the Games from July 23 to August 8, 2021.
Speaking on the development, Mr Christophe Van Rothem, Infront Associate Director Media rights said: “Our objective is to maximize the reach of the Olympic Games 2020 and this partnership with our trusted partner Integral, will ensure we are able to bring this unique and thrilling event to millions of households in Nigeria.”
According to the Managing Director of Integral, Mrs Abimbola Ilo, “Following our partnership for the Premier League free-to-air rights, we are pleased to be working with Infront again to deliver high-quality sports moments to Nigerians.
“This is an important avenue to showcase the talents and tell the stories of exceptional athletes as they compete on the world’s biggest stage in Tokyo.”
Also speaking on the deal, Mr Yakubu Ibn Mohammed, the Director-General of NTA stated, “As Nigeria’s most popular broadcaster, we are committed to delivering quality content to our viewers and proud to be partnering with Integral again on what promises to be yet another exciting sports event.
“With this partnership, we will once again be bringing the best of premium sports to the widest distribution in Nigeria,” he said.
For Mrs Chichi Nwoko Integral’s Associate Director, Sports Rights and Media Partnership, she added, “We are happy to partner with Infront to bring another exciting major sports event to passionate Nigerian fans.
“As we add to our growing media rights catalogue, Integral is delighted to be at the centre of delivering live sports content to Nigerians yet again.”
Business Post understands that although the ceremony is officially to commence today, activities like men and women football among others with a longer period have started.
