APO Group, a leading Africa-based media relations consultancy, and the Middle East, has announced a strategic alliance with Kwesé TV’s sports content platform Kwesé Sports aimed at developing the reputation and image of African rugby on a global scale.
As part of the new deal, Kwesé Sports, the exclusive rights-holder for both TV and all digital platforms of Rugby Africa’s games in sub-Saharan Africa, will enjoy unlimited use of APO Group’s Africa Wire distribution service and media relations expertise to further boost rugby media coverage in Africa and beyond.
In return, APO Group, the exclusive global sponsorship agency of Rugby Africa, World Rugby’s African association, will provide sponsors with increased exposure by including Kwesé Sports’ TV and digital assets in sponsorship programmes.
The overall goal is enhanced visibility and brand equity for rugby in Africa as it continues its upwards trajectory and supports brands in deepening engagement with African rugby fans.
Kwesé is currently the only broadcaster to provide unrestricted sports coverage in sub-Saharan Africa through its free-to-air platform Kwesé Free Sports.
“Through its pan-African reach, world-class digital platform KweseESPN.com, Kwesé YouTube channel and the Kwesé iflix mobile app, Kwesé is uniquely placed to deliver rugby content to fans wherever they are,” APO said in a statement released this week.
Rugby is the fastest-growing sport on the continent, and 2018 is an important year with the World Cup in Japan just around the corner.
The 2018 edition of the iconic Africa Gold Cup doubles as a qualifying tournament for the Rugby World Cup with the winner guaranteed a spot in Japan. All 15 matches of the Africa Gold Cup are being broadcast live on Kwesé Sports and streamed on Facebook, reaching a potential audience of over 15 million people in 20 African countries.
“As a broadcaster premised on making premiums sports accessible, providing a platform for African audiences to see and celebrate their own as they compete in reputable tournaments such as the Rugby Africa Gold Cup, on Kwese Free Sports is of great importance to us,” said Econet Media President and CEO, Joseph Hundah.
“Through this strategic partnership with the APO Group we hope to collectively provide an even broader platform of exposure for African sports,” he added.
“Kwesé is the strongest sports broadcaster in Sub-Saharan with which APO Group has built fruitful relationships over the past few months to support Rugby Africa,” explained Nicolas Pompigne-Mognard, Founder and CEO of APO Group.
“We are very excited to deepen our collaboration through this partnership and further combine our expertise. Both Kwesé and APO Group are widely recognized as major players in the media landscape, and I’m convinced that this potent collaboration will help further expand the reach of African rugby in new local and global markets,” he said.