Written by Joe Jackson on Nov 2, 2021. Posted in General Interest

APO Group and SABC bring Pan-African sporting content to South Africa

The South African Broadcasting Corporation (SABC) has announced a multi-year strategic partnership with Pan-African communications consultancy APO Group. APO Group produces and distributes broadcast-quality content for some of the most prominent sporting organizations active in Africa, including: FIFA, The NBA and Olympique de Marseille as well as Rugby Africa, The Basketball Africa League (BAL) and the cycling group Team Qhubeka. This new deal will provide public broadcaster SABC with sports content from the whole of Africa.



“South African audiences are incredibly knowledgeable and passionate about sport,” states APO Group Founder and Chairman, Nicolas Pompigne-Mognard. “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.”


SABC is South Africa’s national broadcaster and one of the country’s largest state-owned enterprises, broadcasting across six television channels and 19 radio stations (AM/FM). APO Group’s collaboration with SABC is set to bring sporting stories from the rest of the continent to South African audiences. All Afrocentric sports footage and soundbites that are produced or distributed by APO Group will be made available to SABC free of charge and for unrestricted news use. APO Group will also provide SABC with access to key stakeholders from sporting organizations in Africa and their associated world governing bodies for interviews and other media opportunities.


“Every day, APO Group carries stories that demonstrate the passion and vibrancy of African sport,” explains Gary Rathbone, Head of Sports for SABC. “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.”



Pictures courtesy of SABC, APO Group and Unsplash

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