Endemol and Diageo draft deal

The global entertainment entity and the beverage company have teamed up to craft sports entertainment formats for the African market.
March 23, 2011

Beverage company Diageo and the sports division of global entertainment company Endemol have poured out a deal that will see Endemol Sports develop and produce sports entertainment formats for the African market.

The formats will include The Guinness Football Challenge, which is jointly owned by Guinness and Endemol and produced by Endemol South Africa. After a first season run in Kenya on KTN, the format will head to TV3 in Ghana and CRTV in Cameroon with a 10 x 60-minute volume.

Endemol South Africa will also produce Malta Guinness Street Dance, a format that features Africa’s street dance talent. Twenty-four new 60-minute episodes have been commissioned and the deal calls for 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.

About The Author
Andrew Jeffrey joined Realscreen in 2021 as its news editor. Here, he helps to oversee assignment, reporting and editing for Realscreen's daily newsletter. Prior to his work covering documentary and non-fiction film and TV, he worked as a reporter and associate producer for CBC Edmonton, and as a reporter for The Star Calgary, where he covered daily news on beats such as local and provincial politics, health care and harm reduction, sports and education. His work has appeared in other Canadian news outlets such as TVO, the Edmonton Journal and Avenue Magazine.