African Media Urged to Tap into Sports Revenue

The 5th Salon des médias du Mali (SAM-Mali) recently hosted a high-level panel to discuss the potential for African media to generate revenue from sports. The event, held in Bamako, brought together media professionals and experts to explore ways to create a sustainable ecosystem around local sports in Africa. The panel emphasized the need for African media to organize and capitalize on sports rights and sponsorships. According to Senegalese sports journalist Sambou Biagui, the problem lies not in the availability of funds but in the lack of organization.

Biagui cited the example of the Ivorian championship, which is exclusively broadcast on Canal+, and the rights to certain African competitions held by non-African actors. He argued that African media outlets should adopt a more strategic approach to securing sponsorships, suggesting that they should aim to secure three or four sponsors for a single event. This approach has been successfully implemented in Senegalese wrestling, where the promoter now monetizes fights through paid access on mobile phones.

The current economic model for sports broadcasting in Africa is unsustainable, according to Alassane Souleymane, Director General of the Agence malienne de presse et de publicité (AMAP). He noted that traditional television models are no longer aligned with the reality of the sports world. Souleymane called on the Federation to continue investing in infrastructure and competitions, allowing media outlets to purchase broadcasting rights like products.

Khalifa Naman Traoré, former head of the sports desk at ORTM, identified a lack of anticipation as a major challenge for African media outlets. He argued that they often approach potential sponsors too late for major events. Gaoussou Drabo, former Minister of Communication, echoed this sentiment, emphasizing the need for consistency and permanence in managing sports broadcasting rights.

The 5th edition of SAM-Mali took place from November 5 to 8, 2026, at the Palais de la culture Amadou Hampâté Bâ in Bamako. The event brought together national and international media professionals to discuss the professionalization of social media and the economic viability of media outlets. The panel on sports broadcasting rights and sponsorships was one of several discussions held during the event.

Experts at the panel discussion emphasized the need for African media outlets to develop their marketing capabilities to capitalize on sports revenue. They also called for increased investment in sports infrastructure and competitions, allowing media outlets to purchase broadcasting rights and create a sustainable business model.

The conversation around sports broadcasting rights and sponsorships is ongoing in Africa. Media professionals and experts are working together to create a more sustainable ecosystem around local sports, with a focus on generating revenue through sponsorships and rights sales. The outcome of these discussions will likely have a significant impact on the future of sports broadcasting in Africa.

Key points

• African media outlets need to organize and capitalize on sports rights and sponsorships to generate revenue.
• The current economic model for sports broadcasting in Africa is unsustainable.
• Experts call for increased investment in sports infrastructure and competitions to create a sustainable business model.