Aniedi Ekwere
Author/Consultant Find More Africa/AA Advisory, We provide betting reviews, thought leadership articles in the emerging markets, business development on products/ platforms in Africa with solid networking relationships with gaming operators in Africa, and Expertise in PR and marketing communication, and iGaming Consulting Services.
The European League of Football (ELF) and Sporty Group announced a multi-year partnership to bring one of Europe’s fastest-growing sports competitions to fans across Africa.
Beginning with the 2025 season kickoff, SportyTV will become the exclusive broadcaster of ELF across the African continent via its free-to-air TV channel and digital platforms.
SportyTV will air one live ELF game every Sunday. The deal also includes coverage of five playoff games, along with a wide range of additional content available on demand – such as full game highlights, weekly magazine shows, and a curated selection of the ELF’s Top 10 Greatest Games of All Time.
This partnership enables ELF to expand its reach into key African markets – including South Africa, Nigeria, Ghana, and Kenya – through SportyTV’s growing multi-platform ecosystem.
“American football is gaining momentum across Africa – not just as a thrilling spectacle, but as a new stage for emerging world-class talent,” said Elias Gallego, VP of Media, Marketing, and Business Development. “At SportyTV, we are proud to be at the forefront of this movement, offering fans unprecedented access to top-tier European football and opening new doors for the sport across the continent.”
“We are very excited to expand our footprint in exciting new markets with our new partner SportyTV. This is the next big step to increase global awareness and emerge our distribution for the European League of Football,” said Zeljko Karajica, CEO of the ELF.
The addition of the ELF enhances SportyTV’s already stellar portfolio, which includes exclusive free-to-air rights to major football competitions such as the Premier League, LaLiga, Serie A, Bundesliga, Spanish Super Cup, EFL Championship, DFB Pokal, Saudi Pro League, and Copa Libertadores. Beyond soccer, SportyTV also covers the EuroLeague in basketball, the Professional Fighters League (PFL), and a wide array of other premier sporting events.