The company, owned by the French media group Lagardère Unlimited, will assist organisers with the marketing and broadcasting of the Games, due to take place in the capital Brazzaville from September 4 until 18. 

This edition marks the 50th anniversary of the Games, as well as their return to Brazzaville, which hosted the first event in 1965.

Preparations have been overshadowed, however, by a row between the Association of National Olympic Committees of Africa and the African Union Sports Council over the ownership of the Games. 

The dispute has cost the All-Africa Games the opportunity to serve as a qualification event for next year's Olympics in Rio de Janeiro, which many fear will mean there will be a lack of interest among athletes.

Sportfive will work on behalf of the Congolese State and the Organising Committee of the African Games (COJA) and will be hoping to raise awareness of the event. 

“We are especially delighted to lean on Sportfive’s expertise, as well as on its dedicated teams on the continent, in the light of creating the conditions for success for the 11th African Games,” COJA general secretary Armand Brice Opimba said.

More than 5,000 athletes from 54 countries are expected to take part in Brazzaville 2015, which is set to feature 20 sports. 

“We are extremely proud of the trust and confidence Republic of Congo and COJA have given us," Idriss Akki, the managing director of Sportfive Africa, said. 

"We will make every effort, along with COJA, to contribute to the success and to celebrate properly the 50th anniversary of the African Games.”

Earlier this year, Sportfive agreed a 12-year extension to their media and marketing rights deal with the Confederation of African Football.

The agreement extends their long-standing partnership from 2017 to 2028.

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