South African pay TV company MultiChoice Group and U.S. media conglomerate Comcast have come together to provide African subscribers live English Premier League soccer package as part of its plan to revamp its Showmax video streaming platform.

MultiChoice has been investing billions to fight off competition from international streaming giants such as Netflix , Amazon and Disney , some of which have also been investing in local content.

Premier League CEO Richard Masters emphasized how Africa was incredibly important to the league and its clubs, with about 20% of television audiences on any given match day coming from Africa.

Showmax CEO Marc Jury said at the heart of the new offering was the standalone Premier League plan, which will allow Showmax subscribers in Africa to stream the league’s content on their mobile phones for ($3.70) a month.

Furthermore, it stated that two new Showmax plans are now available to subscribers in 44 African countries: Showmax Entertainment on mobile for $2.08 per month at launch, and the Showmax Entertainment plan, which has a monthly price reduction from $5.27 to $4.74 per month.

“There are currently just over 450 million smartphones in the hands of individuals across Africa … and more than 250 million avid football lovers on the continent,” says Marc Jury.

According to MultiChoice, Showmax’s streaming plans in Africa are dependent on a new scalable technology infrastructure from NBCUniversal’s Peacock service.

“With the launch of Showmax, the Peacock streaming platform will be active in more than 70 countries and is constantly enhanced by the combined expertise of thousands of engineers,” reads the company statement.

The platform has previously served millions of spectators of major events, including the Super Bowl, the FIFA World Cup final 2022 final, the Olympics, and WrestleMania.

Along with the Premier League, MultiChoice stated that the refreshed Showmax opens the door to large catalogue of entertainment, including local content.

“With no fewer than 21 new Showmax Originals launching in February alone, there will be more than 1,300 hours of Showmax Originals produced in the coming year, representing a significant 150% increase in production output compared to the year before,” reads the company statement.