Marketing & Media Solutions acquires Olympic Games media rights in sub-Saharan Africa
The International Olympic Committee (IOC) and Marketing & Media Solutions (MMS) have reached an agreement for 2026-2032 free-to-view Olympic Games and Youth Olympic Games media rights in sub-Saharan Africa.
The agreement covers the Los Angeles 2028 and Brisbane 2032 Olympic Games, and the French Alps 2030 Olympic Winter Games. In addition, MMS has acquired media rights for the Dakar 2026 Youth Olympic Games and the Dolomiti Valtellina 2028 Winter Youth Olympic Games.
The agreement covers 44 territories: Angola, Benin, Botswana, Burkina Faso, Burundi, Cabo Verde, Cameroon, Central African Republic, Chad*, Comoros, Congo, Côte d’Ivoire, Democratic Republic of the Congo, Djibouti*, Equatorial Guinea, Eritrea, Eswatini, Ethiopia, Gabon, Gambia, Ghana, Guinea, Guinea-Bissau, Kenya, Lesotho, Liberia, Madagascar, Malawi, Mali, Mauritius, Mozambique, Namibia, Niger, Nigeria, Rwanda, São Tomé and Príncipe, Senegal**, Seychelles, Sierra Leone, Togo, Uganda, United Republic of Tanzania, Zambia and Zimbabwe.
MMS will distribute the Olympic Games free-to-view media rights to broadcasters in the region, allowing extensive reach for local audiences and providing free coverage of more than 200 hours for the Olympic Summer Games, as well as ensuring Olympic Winter Games coverage across the region.
The agreement kicks off this year with the Dakar 2026 Youth Olympic Games, which begin on 31 October – the first time in history an Olympic sports event will be held in Africa.
Anne-Sophie Voumard, the Managing Director of IOC Television and Marketing Services, said: “We are pleased to reach this agreement with MMS and start working together to ensure fantastic free coverage of the Olympic Games and Youth Olympic Games across sub-Saharan Africa.”
Redha Chibani, CEO of MMS, said: “We are delighted to partner with the IOC, which has demonstrated a strong commitment to working hand in hand with free-to-view broadcasters across sub-Saharan Africa. The IOC and MMS are ready to open a new chapter for the Olympic Games: we will create a platform where broadcasters can build Olympic Games tailored to their audience, stakeholders and sponsors, with the common objective of delivering the best viewing experience in each country.”
* Non-exclusive media rights in these territories
** Does not include Youth Olympic Games media rights in this territory
About Marketing & Media Solutions
Marketing & Media Solutions is a leading sports marketing agency created in 2022 with a strong focus on sub-Saharan Africa. They distributed the FIFA World Cup 2026™ African Qualifiers, and are currently distributing World Athletics 2024-2029 and all 2025-2029 AFC competitions’ media rights in sub-Saharan Africa. They have recently delivered the FIFA Club World Cup 2025™.
MMS Media contacts
Nicolas Chambaud - nchambaud@mms-sport.com
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The International Olympic Committee is a not-for-profit, civil, non-governmental, international organisation made up of volunteers which is committed to building a better world through sport. It redistributes more than 90 per cent of its income to the wider sporting movement, which means that every day the equivalent of USD 4.7 million goes to help athletes and sports organisations at all levels around the world.
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