Malian Sports Journalists Urged to Adapt to New Media Landscape

The president of the Malian Association of Sports Journalists, Oumar Baba Traoré, has emphasized the need for sports journalists to collaborate with content creators and influencers. Speaking at a high-level panel discussion during the 5th Mali Media Salon, Traoré highlighted the importance of adapting to the changing media landscape. He noted that this new form of inclusion is essential for building a robust sports media ecosystem in Africa. Traoré's comments come as the sports media industry continues to evolve.

Traoré reflected on Mali's recent participation in a major competition, where many local journalists were unable to attend despite the country's strong showing. He contrasted this with the fact that Mali was among the top five countries with the most participants. The Confederation of African Football had invited content creators and influencers, providing them with financial support. Traoré expressed his delight that a Malian had benefited from this initiative but called for more opportunities for journalists in the future.

To achieve this goal, Traoré advocated for the creation of a comprehensive value chain that brings together journalists, partners, and press agencies. This would enable each stakeholder to play a distinct role in promoting sports journalism. Alassane Souleymane, president of the Media Commission of the Malian Football Federation, echoed Traoré's sentiments. Souleymane emphasized the importance of seriousness and professionalism in securing funding and support for sports media.

Souleymane revealed that nearly one billion FCFA had been mobilized in just five months through partnerships with companies that had previously been untapped. He urged media outlets to focus on building a reputation for seriousness, as this is what attracts funding and support. Souleymane also highlighted Mali's success in maintaining its derby, despite challenges in the sports infrastructure.

Other panelists, including Khalifa Naman Traoré and Sambou Biagui, emphasized the need for a stronger focus on local sports coverage. Traoré, a former sports editor at ORTM, argued that media outlets should prioritize coverage of the national championship over international competitions. Meanwhile, Gaoussou Drabo, a former Minister of Communication, noted that Malian football remains an underexplored area.

The panel discussion was part of the 5th edition of the Mali Media Salon, which took place from November 5 to 8, 2026, at the Palais de la culture Amadou Hampâté Bâ. The event's theme was "Professionalization of social media and economic viability of media." The discussion brought together experts from various backgrounds to explore the challenges and opportunities facing sports journalists in Mali.

The call for greater collaboration and professionalism in sports journalism comes as the industry continues to evolve. By working together, journalists, content creators, and influencers can build a more robust and sustainable sports media ecosystem in Mali. This, in turn, can help promote local sports and provide more opportunities for Malian journalists to cover international competitions.

Key points

• Sports journalists in Mali must adapt to the changing media landscape and collaborate with content creators and influencers.
• The Malian football federation has mobilized nearly one billion FCFA in funding through partnerships with companies.
• Panelists emphasized the need for a stronger focus on local sports coverage and greater professionalism in sports journalism.