Orange debuts athlete-focused Y’Africa S3


By Content Nigeria reporter
April 19, 2024

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Sénégalese hurdler Louis François Mendy is among the athletes featured in S3

French telecommunications company Orange, which operates mobile networks in 18 African nations, has debuted the third season of its flagship programme Y’Africa.

Y’Africa is dedicated to African culture and it first launched in 2020, with the first two seasons showcasing 63 African artists.

The new season, which debuted this week, centres on 28 athletes from 12 African countries representing 21 sports disciplines. The athletes include Ethiopian runner Tigst Assefa, Sénégalese hurdler Louis François Mendy, Burkinabé jumper Hugues Fabrice Zango and Ivorian taekwondo athlete Cheick Sallah Junior Cisse.

The 7×52’ season airs on 15 national TV channels across Africa. They include BTV in Botswana, Cabal 2 International in Cameroon, RTI2 in Ivory Coast, RTS in Senegal and SLBC in Sierra Leone.

Directed by Dan Assayag and produced by South Africa-based Fame Productions, the third season celebrates the careers of the athletes as they take viewers on a journey of discovery through their sport and country.

Jérôme Hénique, CEO of Orange Africa and Middle East, said: “Season three of Y’Africa marks a new stage in our commitment to highlighting the wealth and diversity of African talent. This series offers a unique platform to celebrate our ambitious and determined youth. I am delighted that the Orange Group is once again playing a key role in highlighting these inspiring stories.”

Anne Imbert, Orange’s director of brand, advertising and sponsorship, said: “To mark this Olympic year, we’re honouring the sporting prowess of the African continent. After two seasons dedicated to artists, Y’Africa is back with an exceptional series of athlete profiles, both champions and hopefuls, all focused on a single goal: to better their performance.”

Assayag added: “I have admired the beauty, grace, agility and power of athletes as they reach their maximum potential. I have understood why motivation is nothing without discipline, and that high-level athletes have an above-average work ethic.

“I have also seen that they accept pain, more than you and me. I have understood that Olympic sport is a world unto itself. And they made me understand what it meant to represent one’s country, an African country. For all these reasons, Y’Africa S3 is very special for me.”

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