APO, SABC strike deal to air sports in SA

By Content Nigeria reporter
October 27, 2021


Pan-African communications consultancy APO Group has entered a multi-year partnership with the South African Broadcasting Corporation (SABC) to offer Pan-African sporting content to South African audiences.

Gary Rathbone

Through the deal, all video footage and soundbites produced or distributed by APO relating to sport in Africa will be made available to SABC free of charge and for unrestricted news use. APO will also provide SABC with access to key stakeholders from sporting organisations in Africa and their associated world governing bodies for interviews and other media opportunities.

Gary Rathbone, head of sports for SABC said: “Every day, APO Group carries stories that demonstrate the passion and vibrancy of African sport. This partnership will provide us with new broadcast-quality content that brings more diversity to our coverage than ever before. It is a chance to show our audiences what is happening beyond our borders, and that is really exciting.”

Nicolas Pompigne-Mognard, APO Group founder and chairman, added: “South African audiences are incredibly knowledgeable and passionate about sport. They have seen their team reach the pinnacle of world rugby, and achieve many other successes at a national level. Now, SABC and APO Group in tandem can bring them the best sporting action the other 53 African countries have to offer.”

APO Group produces and distributes content for some of the most prominent sporting organisations active in Africa, including FIFA, the NBA, the Basketball Africa League, World Rugby’s African association, Rugby Africa, Olympique de Marseille, and Africa’s first ever Union Cycliste Internationale World Tour team, Team Qhubeka.

SABC is South Africa’s national broadcaster. It broadcasts across 19 radio stations and six television channels, and is one of South Africa’s largest state-owned enterprises.

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