The deal, which will also involve August's Summer Youth Olympic Games in Nanjing, involves exclusive broadcast rights on free to air television as well as non-exclusive rights on internet and mobile platforms.

It will apply to 43 countries in the region spanning Eritrea in the east to Côte d'Ivoire in the west and to Swaziland in the south.

It is thought the marketing company will now work to sub-licence the rights by working with France-based agency TV Media Sport (TVMS), which previously distributed Sub-Saharan African rights for the Euro 2012 football championships and the 2013 IAAF World Athletics Championships.

Infront will extend their involvement with the Winter Olympics, which also includes the International Luge Federation ©AFP/Getty Images


"This agreement reflects the global appeal of the Olympic Games, and our aim is to reach audiences in all regions across the globe with the best broadcast offering," said IOC President Thomas Bach.

"We want to not only generate viewership for sports where African athletes already perform successfully, but also boost appeal for Olympic sports gaining popularity on the continent."

IOC member Richard Carrión, who led the negotiations, added that "Infront has acquired the rights and will now work to sub-licence those rights to broadcasters in the region to ensure excellent coverage of the Olympic Games for sports fans.

"The partnership with Infront allows us to take advantage of its network across the continent, supported further by a tailor-made editorial plan for African broadcasters and their viewers."

Sub-Saharan African viewers will be able to watch athletes attempt to emulate the likes of Kenya's Winter Olympian cross country skier Philip Boit ©AFP/Getty Images


Stephan Herth, executive director for summer sports of Infront Sports & Media, was also delighted with the news which follows the awarding of broadcasting rights for various other regions.

"We would like to thank the IOC for trusting in our broadcast distribution experience and ability to extend the spirit and scope of Olympic programming to an even broader audience," he said.

"Our ambition is to encourage the growth of sport in Africa with a dedicated broadcast product and continue to advocate the Olympics as a worldwide event.

"We are looking forward to delivering the Winter Olympics to television screens in so many countries in Africa for the first time in 2014."