Endemol Sport, Diageo sign agreement

28 Mar 2011

LONDON: Endemol recently announced that its international sports division and its South African operation has been engaged by drinks company, Diageo, to develop and produce a number of sports entertainment formats in certain African markets.

This will include The Guinness Football Challenge, a format jointly owned by Guinness and Endemol. The show is set to extend to new markets in Africa following its first season on Kenyan broadcaster KTN. Produced by Endemol South Africa, the format will continue with a 10 x 60mins first series for TV3 in Ghana and a 10 x 60mins series for CRTV in Cameroon.

Endemol will also take on production of Malta Guinness Street Dance, the format that seeks out Africa's street dance talent. A total of 24 new one-hour episodes have so far been commissioned, which will be produced locally by Endemol South Africa. The deal includes television production and event management for six pan African episodes of the show as well as national series to be broadcast in Cameroon, Ghana and Nigeria.

The branded content agreement has been developed in close collaboration with Endemol South Africa.