MLS continues its global brand push with Fox Sports Africa deal

Major league Soccer (MLS) has announced a new partnership with FOX Sports to televise league matches in Africa as the organisation continues its ambitious international brand push.

The new deal marks the eight international broadcast deal for the MLS and will see its matches being distributed to nearly 140 countries and territories around the world.

Fox Sports Africa will show live matches during the 2015-2018 seasons in 25 countries and territories across the continent. This will include at least two live regular season matches each week; the AT&T sponsored All-Star Game; the Audi branded 2015 MLS Cup Playoff games and the MLS Cup.

Highlights, player features and other content will also be included across the channel’s digital platforms.

President and managing director of MLS Business Ventures, Gary Stevenson, released a statement saying: “We are excited to expand our FOX Sports partnership to include Sub-Saharan Africa. This agreement will showcase our league to many new MLS fans across the continent.”

Stevenson also touched on some of the league’s top African players such as Ivory Coast's Didier Drogba, Sierra Leone’s Kei Kamara and Nigeria’s Obafemi Martins.

“This partnership will allow these talented players to be highlighted every week in their home countries, as well as in nearly 170 countries around the world though our many broadcast partnerships,” said Stevenson.

The latest agreement is part of MLS’ continued focus to promote the brand outside of the US where it has flourished in the last few years which can be largely attributed to top players such as Thierry Henry and David Beckham joining teams in the league.

MLS international broadcast partners now include Sky Sports, Eurosport, ESPN, FOX Sports Latin America, Globosat in Brazil, Abu Dhabi Media in the Middle East and North Africa, Letv Sports in mainland China and beIN Sports across Southeast Asia and Australia.

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