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.
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.
The African Union of Broadcasting (AUB) and pan-African communications consultancy APO Group have collaborated to provide free Africa-related content to major TV channels and radio stations around the world.
With this agreement, AUB members across Africa and sister associations all over the world – including the European Broadcasting Union, the Arab States Broadcasting Union and the Asia-Pacific Broadcasting Union – will have free access to all video and audio content produced or distributed by APO Group.
Content ranging from politics to business news and sports – including rugby, the Olympics and several elite African sporting events – will be available on the AUB platform. By delivering content directly to major international broadcasters, APO Group said it was continuing its commitment to changing the narrative about Africa by telling positive stories that can reach new audiences and challenge global perceptions of the continent.
Gregoire Ndjaka, CEO of AUB, said: “APO Group produces and distributes some of the best video and audio content in Africa. Our members and affiliate partners will now be able to access prime video and audio highlighting the biggest economic and sporting stories on the continent. This type of content is extremely valuable, and the seamless way it is delivered will make it easy for broadcasters all over the world to incorporate it in their news output.”
Nicolas Pompigne-Mognard, founder and chairman of APO Group, added: “The sheer scale of the AUB’s reach into the African broadcast community is incredible. No other organisation is able to pull together all the major broadcasters on the African continent and many others from further afield. This agreement represents an unprecedented opportunity to deliver the best of African economic news and sport to new audiences, and show the rest of the world what Africa has to offer.”