Beijing-based digital television network, Startimes, is now the exclusive broadcast sponsor of the German Bundesliga in Nigeria and the rest of the sub-Sahara Africa following the signing of a five-year deal recently in Tiajin, China at the ongoing 5th African Digital Television Development Seminar.
The deal gives StarTimes, the pay tv company with the widest country coverage, fastest growing subscribers and largest transmission capacity in African broadcasting industry the sole right to broadcast all German Bundesliga 1 games for the next five years.
President of the StarTimes group, Pang Xinxing, said the Bundesliga is one of the best football leagues in the world and it signals the beginning of a robust drive to make StarTimes the preferred choice in digital television in Nigeria and the rest of sub-Saharan Africa.
Jorg Daubitzer from the DFL Sports Enterprise GmbH, the marketing arm of the Bundesliga, said the partnership between the Bundesliga and StarTimes was inevitable because of the company's position as the fastest growing cable and digital television network in Africa.
"It was important for us to close the deal with StarTimes because the platform offers us the opportunity to reach millions of homes we didn't reach before in this football-crazy continent. We see kids all over Africa playing at every available space and it is only fitting that we provide an opportunity for them to see one of the best football leagues in the world.
Kay Dammholz, also from the marketing arm of the Bundesliga reveals the package is more than the 90 minutes if football action on the pitch.
"It is a total package that includes preview and review shows which will also showcase the goals of the week among other things.
"We are indeed delighted that we working with a company with a lot of experience and expertise," he said.
The Sports Director in the media division at StarTimes, Gary Rathbone, believes the signing of the deal signposts his company's determination to ensure millions of its subscribers have access to quality content on its bouquet at very affordable cost.
The signing ceremony was preceded by a symbolic handing over a football to Pang by Daubitzer to signal the start of their match-winning relationship which us for five seasons at the first instance.