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Global spend on sports media rights is forecast to reach $61bn this year, but a fragmented media landscape poses dilemmas for brand advertisers

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In the US brands are expected to spend an additional $2bn on the Paris Olympics while Euro 2024 will drive €250m in incremental ad spend across Europe – yet the boost will not be enough to reverse TV’s decline

WARC Global Advertising Trends: Sports media in the era of fragmentation

7 February 2024 – At a time when marketers are increasingly reliant on sport for mass reach, the sector faces fragmentation. Live sports rights are splintering between broadcast, over-the-top (OTT or streaming) and mobile apps, while social platforms are rising in importance for fans.

Sports media in the era of fragmentation, WARC Media’s latest Global Advertising Trends report, examines sport’s new media landscape, the challenges and opportunities for brand advertisers and how rights holders plan to sustain the economics of sport in the years ahead.

Alex Brownsell, Head of Content, WARC Media, says: “Sport is one of the last providers of true ‘water cooler moments’, and this year’s bumper schedule of major sporting events, such as the summer Olympics and Paralympics in Paris, the UEFA European Football Championships, and the T20 Cricket World Cup, will provide advertisers with unrivalled means to achieve mass reach.

“However, these enduring qualities are under threat as consumption fragments. In this report we take a closer look at the current state of sport advertising at a time when media consumption poses a dilemma for brand advertisers.”

Key insights highlighted in WARC’s Sports media in the era of fragmentation are:

Major live sport moments still deliver mass audience reach
Over 115 million viewers tuned in across Fox properties to watch Kansas City Chiefs defeat the Philadelphia Eagles in Super Bowl LVII last year making it the most watched US telecast of all time.

TV firms are spending ever greater sums for sports rights
Global spending on sports media rights is forecast to reach $60.9bn in 2024, per SportsBusiness data, up 18.9% on pre pandemic levels, with traditional broadcasters digging deeper to retain access to prime sports assets.

2024 will be a major year for live sport, as the Olympics returns
Broadcasters and streamers will be buoyed by the return of blue chip sports competitions this year, including the Paris 2024 Summer Games, UEFA Euro 2024, and the T20 Cricket World Cup.

However, sport will not reverse declines in linear TV ad spend
In the UK, spend with linear TV is forecast to remain in decline (-1.6%) throughout the summer of 2024, according to WARC Media data. A similar picture emerges in Germany (-0.6%), which will host Euro 2024, although France bucks the trend (+4.9%). In the US, a recovery of linear TV spend (+6.3%) will owe more to favourable year-on-year comparisons and the upcoming US Presidential election than to sport.

Fragmentation of sports rights threatens mass reach moment
NFL coverage spans broadcast and cable TV (NBC, ESPN) as well as OTT (Peacock, Amazon Prime, YouTube TV) and mobile app (NFL+). It is becoming costlier and more complex for fans to follow all live games.

Social media is taking centre stage as a sports channel
93% of 18-24s engage with sport on social media at least weekly. However, Gen Z fandom is more ‘fluid’. Younger cohorts are often more interested in athletes’ stories, rather than teams or competitions.

Streamers are tapping into a passion for sports stories
Amazon and Netflix are beginning to acquire live sports rights. However, they are also capitalising on a desire for behind the scenes storytelling, with documentary series such as Netflix’s F1: Drive to Survive.

Advertising remains a key part of the Super Bowl experience
Nearly three quarters (73.0%) of those planning to watch Super Bowl LVIII on 11 February intend to watch the commercials. Last year’s broadcast earned Fox an estimated $650m in gross ad revenue, with brands spending up to $7m for a 30 second spot.

Adrian Sutherland, Vice President, Publicis Sports, comments: “Sports is the one constant within media plans. Live sport is getting the eyeballs and sport content is getting the engagement. However, in some sports, local fans may need at least three separate subscriptions to watch a full season of games. It is imperative platforms keep a strong content plan in place to keep consumers engaged.”

Read a complimentary sample report of WARC’s Global Ad Trends: Sports media in the era of fragmentation here, which also includes an exclusive interview with Jérôme Parmentier, VP, Media Rights and Content Partnerships, IOC. A WARC podcast discussing the findings outlined in the report will be available from 20 February.

Global Ad Trends, is a quarterly report which draws on WARC’s dataset of advertising and media intelligence to take a holistic view on current industry developments. It is part of WARC Media, which provides rigorous and accurate benchmarks aggregated and verified from over 100 reputable sources, empowering media decision makers to plan strategies with precision. WARC Media is available by subscription.

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TotalEnergies’ Commitment to Local Content: A Key Driver of Economic Growth in Africa

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With dedicated dialogue, impact assessment and socioeconomic development at the heart of its local content strategy, TotalEnergies aims to drive long-term and sustainable growth in Africa

JOHANNESBURG, South Africa, July 4, 2024/APO Group/ — 

With activities in 43 African countries, French major TotalEnergies is a central player in the continent’s oil and gas industry. TotalEnergies’ approach to local content development ensures that its operations in Africa not only harness untapped energy resources, but also contribute to local employment, capacity building and partnership formations. By placing dialogue, impact assessment and socioeconomic development at the forefront of its activities, TotalEnergies remains committed to delivering long-term benefits to the communities in which it operates.

Angola: Driving Local Expertise in Offshore Projects

TotalEnergies – alongside project partners Petronas and national oil company Sonangol – reached FID on the Kaminho deepwater project in Angola in May 2024. The project, situated in Block 20/11 and comprising the Cameia and Golfinho fields, represents the first major deepwater development in the Kwanza Basin and incorporates an FPSO with the capacity to produce 70,000 barrels per day (bpd). Notwithstanding the opportunity to support oil production in Angola by monetizing offshore resources, the project’s strong local content focus has already begun to deliver economic benefits for the country.

The project involves 10 million hours of work to be conducted by local companies, primarily covering offshore operations and the construction of local sites. Additionally, the project prioritizes long-term capacity building and skills development. TotalEnergies and Sonangol signed an MOU in May 2024 to pool their expertise in research and technology, specifically collaborating on the development and operation of a research and development center in the city of Sumbe. The partners will also work towards developing the skills of Sonangol’s research and technology teams, with a focus on the fields of reservoir geology, process electrification and photovoltaics. As such, TotalEnergies aims to drive knowledge transfer and training, supporting Sonangol’s transformation into a competitive national operator.

Nigeria: Generating Local Opportunities in Oilfield Production

Active in Nigeria since 1956, TotalEnergies’ offshore operations have not only increased oil production in the country, but also created new jobs, business opportunities and training initiatives for local communities. TotalEnergies currently employs 1,800 people in the country, with various features of offshore projects constructed in Nigeria and delivered by local subcontractors.

The company reached FID on the development of the Ubeta gas field in June 2024, alongside partner the Nigerian National Petroleum Corporation (NNPC). Situated in OML 58, the field will be developed with a six-well cluster connected to existing production facilities. TotalEnergies is working closely with the NNPC to enhance local content at OML 58, with more than 90% of the man hours for the new development worked locally.

Other projects featuring local employment opportunities include the Ikike field in OML 99. The project started production in 2022, with 95% of the man hours worked locally. The platform and topside modules for the project were entirely built and assembled by local subcontractors, showcasing the scope of business opportunities available for local companies with field development in Nigeria.

Uganda/Tanzania: Delivering Sustainable Infrastructure Solutions

TotalEnergies is leading the development of the East African Crude Oil Pipeline (EACOP) – a 1,443km pipeline linking Uganda’s Tilenga and Kingfisher fields to Tanzania’s Port of Tanga – with local content forming the base of the project. Since 2022, EACOP has accumulated more than 180,000 hours of training with 21,000 people across the two countries. By the end of 2023, the project’s employment was measured at 1,200 people in Uganda and 3,200 people in Tanzania, with local employees working 92% of the project’s hours. TotalEnergies has prioritized the utilization of local goods and services for the project, with $45 million worth of products purchased from local suppliers in Uganda and $172 million purchased from local suppliers in Tanzania. 

In March 2024, TotalEnergies launched a $2.3-million Industry Enhancement Center in Uganda, aimed at improving the capacity of local SMEs across the oil and gas sector. The center provides a range of services, including industry information, customized business advisory, training and capacity building, and market access. Through these initiatives, TotalEnergies aims to create lasting economic benefits in both Uganda and Tanzania, while supporting the development of local market capabilities.

Republic of the Congo: Maximizing Job Opportunities

TotalEnergies’ local content efforts extend to the Republic of Congo (ROC), where the company increased its interests in the Moho license in April 2024. The deep-offshore project produces on average 140,000 bpd and is the largest oil project in the country, accounting for 60% of national output. Through the project’s focus on socioeconomic development and impact, TotalEnergies has stimulated job opportunities, capacity building and local player participation.

Moho Nord features 600 Congolese companies that work on the project, with 1,200 direct and indirect jobs created and 600,000 hours of training provided by TotalEnergies. This has translated into a positive impact on local employment and business, while creating the opportunity for stakeholders and companies to up-skill in line with international industry standards. Impact assessment was another defining feature of the project –  by prioritizing energy efficiency, adopting a zero-flaring approach and utilizing cutting-edge technologies, the project aligns with TotalEnergies’ climate and socioeconomic objectives. 

Distributed by APO Group on behalf of African Energy Chamber.

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Azentio expands its leadership team with 2 new appointments

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Women in leadership takes centre stage as Azentio welcomes Aarthi Ramesh and Emma Foley

SINGAPORE, Singapore, July 4, 2024/APO Group/ — 

Azentio Software (“Azentio“) (https://apo-opa.co/3XVs4JH)- a leading end-to-end software company specializing in the BFSI sector, today announced the appointment of Aarthi Ramesh as Chief Customer Officer and Emma Foley as Chief Marketing Officer.

Ramesh joins Azentio with over two decades of experience in the IT industry, both within the services and SaaS space. Most recently she served as Vice President at Freshworks, managing a large portfolio of strategic accounts across Asia Pacific, Middle East and Africa. During this time, she contributed significantly to the company’s growth, including as Head of GTM Operations, where she played a pivotal role in scaling the operations function and aligning it with the company’s IPO objectives. Prior to Freshworks, Aarthi had a long successful stint with Cognizant as global COO for a large business unit.

At Azentio, Ramesh will primarily be focused on delivering excellence in customer success. In her role, Aarthi will ensure customer satisfaction and retention by overseeing all customer-facing activities. This includes managing customer success teams, support services, and customer experience strategies to ensure seamless onboarding, adoption and ongoing engagement with Azentio products suite.

Aarthi and Emma are both driven and effective leaders who bring a wealth of experience, vision and innovation that will play a pivotal role in shaping the future of Azentio

Commenting on the announcement, Aarthi said, “I am delighted to join Azentio and lead our efforts towards achieving complete customer centricity. With my extensive background in both product and services and my dedication to driving customer success, I am confident I can significantly benefit both our business and our customers.”

Foley brings with her over 20 years of B2B marketing experience primarily focused on the tech space in the MEA, APAC and European markets. Most recently serving as the Head of Marketing for Europe, Middle East & Africa at Temenos, Foley is immersed in building high performing teams to drive transformative marketing models. Her expertise in leveraging data analytics to enhance marketing efficiency and effectiveness is expected to play a pivotal role in shaping Azentio’s marketing strategies into the future.

Her primary focus will be in ensuring Azentio’s value propositions are clear, compelling, and simple for customers as well as supporting the business in its strategic growth plans throughout the Middle East, Africa and South East Asia, with a significant focus on digital marketing technology as well as data-driven marketing initiatives.

Speaking about her appointment Foley commented, “I am thrilled to join Azentio, a company I have known and regarded highly for its cutting-edge solutions and customer-first approach. I look forward to leveraging my experience to contribute towards the company’s growth, driving marketing strategies that resonate with our customers and set new standards in the industry.”

Sanjay Singh, CEO at Azentio added, “Aarthi and Emma are both driven and effective leaders who bring a wealth of experience, vision and innovation that will play a pivotal role in shaping the future of Azentio. As our company continues to grow, I am confident that both of these leaders will help us to achieve Azentio’s vision and growth ambitions while championing innovation and a customer first mindset.”

Distributed by APO Group on behalf of Azentio Software Private Limited.

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Siemens and PANA Infrastructure Join Forces in Groundbreaking Initiative to Modernize Nigeria’s Power Sector

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Siemens

By integrating innovative technologies and forming strategic partnerships, PANA Infrastructure provides sustainable solutions that support Nigeria’s growth across a range of industry sectors

ABUJA, Nigeria, July 3, 2024/APO Group/ — 

Siemens (www.Siemens.com​) and PANA Infrastructure announce a strategic collaboration to tackle Nigeria’s Electrical Infrastructure sector; The initiative aims to enhance power stability and create job opportunities in Nigeria; Combining expertise, they aim to enhance Nigeria’s power sector.

Siemens, a leading global technology company, and PANA Infrastructure, a Nigerian conglomerate with an increasing footprint across Sub-Saharan Africa, have formally announced a strategic partnership aimed at modernizing and upgrading Nigeria’s electric power infrastructure through the provision of grid automation, and smart infrastructure solutions across Nigeria. This collaboration, solidified through a formal agreement signifies a pivotal step towards addressing Nigeria’s pressing electricity challenges while fostering economic growth and technological advancement in the region.

“This collaboration underscores our commitment to fostering sustainable development and advancing technology in Nigeria,” stated Sabine Dall’Omo, CEO of Siemens Sub-Saharan Africa. “By combining Siemens’ expertise in smart grid technologies with PANA Infrastructure’s deep market insights, we aim to ensure a reliable power supply and drive economic progress in the region.”

We are committed to addressing Nigeria’s critical power infrastructure with the use of advanced low voltage, medium voltage, and smart grid management technologies

According to Mr. Daere Akobo, Chairman of PANA Holdings, “this strategic collaboration with Siemens is a pivotal opportunity to transform Nigeria’s power sector. We are committed to addressing Nigeria’s critical power infrastructure with the use of advanced low voltage, medium voltage, and smart grid management technologies. This collaboration is in alignment with the transformation agenda in the power sector by the Nigerian government to significantly improve power supply in the country, in a manner that translates to economic progress for all Nigerians.”

The agreement signed between Siemens and PANA Infrastructure, focuses on enhancing grid reliability and stability, deepening electrification rates to meet the rapidly growing demand for electricity in Nigeria.

Simultaneously, recognizing Nigeria’s potential for substantial investments in industrial modernization, the partnership will concentrate on unlocking Nigeria’s potential in the industrial power sector. This initiative aims to revolutionize Nigeria’s industrial landscape by harnessing the power of advanced technologies and solutions to enhance productivity, efficiency, and quality. Through local capacity development, enhancing employees’ skills and capabilities, Siemens and PANA Infrastructure will pave the way for a new era of industrial excellence in Nigeria.

“Siemens reaffirms its commitment to Nigeria, with a focus on identifying and developing strategic business opportunities within the region. By leveraging a go-to-market strategy that includes knowledge platforms, collaborative business strategies, integrated sales and marketing teams, and global support, Siemens strives to bring significant business value to the Nigerian market,” says Sabine Dall’Omo.

Meanwhile, PANA Infrastructure has positioned itself as a key player in understanding and envisioning the needs of industry stakeholders and local communities. By integrating innovative technologies and forming strategic partnerships, PANA Infrastructure provides sustainable solutions that support Nigeria’s growth across a range of industry sectors.

This strategic collaboration between Siemens and PANA Infrastructure represents the convergence of proven expertise and application know-how, ensuring the highest quality of solution implementation for Nigeria’s industrial power sector. By addressing key challenges in Nigeria’s power and industrial sectors, including electricity losses, rural electrification, capacity building, local production, technology transfer, and quality standards, this partnership aims to drive sustainable growth and development in Nigeria.

Distributed by APO Group on behalf of Siemens AG.

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