Econet’s Kwese Sport, Cricket Australia in 5-year TV broadcast deal

Econet Media has, through their sporting offering Kwese Sport, signed an agreement with Cricket Australia.

The 5-year partnership will see the TV provider, Econet Media, broadcast international men’s and women’s cricket as well as the KFC Big Bash League (BBL) and Rebel Women’s Big Bash League (WBBL) across Sub-Saharan Africa regions via their multiscreen offering Kwese Sports. This partnership will kick off with the coming 2016/17 season.

(TOP: L-to-R – Usman Khawaja, Steve Smith, Strive Masiyiwa and Adam Zampa).

Econet Media through Kwese Sports has committed themselves to ensuring that they offer their audiences on the African continent content with a wide-ranging appeal. This need has seen the broadcaster in recent months securing the rights for English Premier League Football for 50 countries across Sub-Saharan Africa as well as the US National Basketball Association (NBA).

Joseph Hundah, CEO, Econet Media, said: “The partnership with Cricket Australia is a continuation of our commitment to bring great quality content to our audiences in Africa. This content offering will appeal to all our audiences and provide variety as diverse as our beautiful continent. Cricket is loved in Eastern and Southern Africa and we wanted to ensure that our audience in these markets will have an opportunity to enjoy the best action available. We are also excited about the opportunity to expose the sport to new audiences within those and other markets.”

Cricket Australia Executive GM for Media, Communications & Marketing Ben Amarfio said the deal further cemented the vast array of interest in Australian cricket “We’re really excited to renew with our long standing partners as well as welcome new partners Econet Media into the Australian Cricket family. The appetite and competition to acquire Cricket Australia’s media rights is a testament to the outstanding quality of cricket which has been consistently demonstrated by our cricketers and this continues to attract very strong interest for our game. We are fortunate to be partnering with such prominent companies who clearly value the quality of Australian cricket content.”

Amarfio continues, “The growth of the overall cricket product offering, including the Big Bash League in recent years, has been phenomenal, particularly in the past 12 months. We are constantly looking at innovative ways to reach new fans around the world; it is very much a focus for us to ensure the game is accessible on multiple devices and we create greater reach and breadth of coverage for fans. Our current and new broadcast partners are renowned for delivering world class sports broadcasting and we look forward to them taking the game to more people in innovative ways. This is a very important aspect for us in our efforts to grow the game and was a major consideration as our broadcasting team completed these latest rights deals.”

Econet Media is a subsidiary company of Econet, a diversified telecommunications group with investments and operations across Africa, Europe, South America and the East Asia Pacific Rim. The group’s subsidiaries include mobile wireless operations, satellite services, the continent’s largest terrestrial fibre network (Liquid Telecom) and a range of mobile education, health and financial services products. Kwesé TV is Econet Media’s soon-to-be-launched pan-African entertainment platform that includes broadcast, mobile and internet-based viewing options. 

Australian cricket is administered by one national body, six states and two territory associations. Cricket Australia (CA) is the national governing body for the game in Australia. Connecting cricket’s local and state levels through its members, the six state cricket associations. CA has a vision for cricket to be Australia’s favourite sport, and a sport for all Australians. At an international level, CA was a foundation member of cricket’s world governing body, the International Cricket Council (ICC), and is one of 10 ICC full members.

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