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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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1 year ago

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sports media

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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Morocco’s First Africa’s Business Heroes (ABH) Top Three Finalist is Pioneering Water and Sanitation Solutions

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4 hours ago

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April 8, 2025

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Africa’s Business Heroes

Her inspiring leadership, technical knowledge and commitment to making a difference have seen her rise as a business leader in the water and sanitation industry

RABAT, Morocco, April 7, 2025/APO Group/ —

In a remarkable milestone for Morocco, Dr. Salma Bougarrani has made history by becoming the first female Moroccan entrepreneur to reach the Top three finalists in the esteemed Africa’s Business Heroes (ABH) www.AfricaBusinessHeroes.org/ Prize Competition. Finishing as the 1st Runner-Up. Dr. Bougarrani, the co-Founder and CEO behind Green Watech (apo-opa.co/4jrjZnv), is not just pushing sanitation forward for the rural communities; she’s also blazing a trail for women entrepreneurs in an industry where females are often not noticed or heard from. Her inspiring leadership, technical knowledge and commitment to making a difference have seen her rise as a business leader in the water and sanitation industry.

The recognition from ABH, the Jack Ma Foundation’s flagship philanthropic program in Africa, aligns with its mission to spotlight and support local talent like Dr. Bougarrani, who are driving positive change in their communities. Over a decade, the program aims to honor 100 African entrepreneurs while providing grant funding, training and broader ecosystem support to foster African entrepreneurship.

Dr. Bougarrani’s journey into the world of water and sanitation began with her firsthand observations of untreated wastewater wreaking havoc in Moroccan villages. Witnessing these difficulties sparked her passion for creating sustainable solutions, leading her to leave the world of academia and pursue a career in entrepreneurship. In 2018, she formed Green Watech to give rural communities access to reasonably priced and energy-efficient sanitation systems. She holds a PhD in Advanced Water Treatment Processes from Med V University and Leipzig University.

Impacting Lives Through Sustainable Innovation

At the centre of Green Watech’s innovation is a groundbreaking soil-based filtration system, which provides the means to treat wastewater for agricultural irrigation. Unlike expensive, energy-hungry technologies, this system is all about being low-maintenance, budget-friendly, and sustainable – perfect for rural communities that often struggle with limited infrastructure. By cutting down the need for fresh water by as much as 70%, Green Watech is transforming the water management landscape in Morocco.

Since its inception, Green Watech has changed the lives of over 30,000 people in 17 Moroccan villages and farms. The company has cleaned more than 200 million litres of wastewater, which helps with water shortages and makes farms more productive. Thanks to Green Watech’s participatory model, local communities actively participate in the process. Villagers are taught how to set up, maintain, and grow sanitation systems through training programs, which promote resilience and sustainability in the long run.

Green Watech’s soil-based filter system also cuts down on the need to use fresh water for crops. It offers a long-lasting, cheap, and easy-to-keep-up answer for people in rural areas. The company plans to grow beyond Morocco in the future. It aims to reach North Africa and other places during the year.

Breaking Down Barriers as an ABH Trailblazer

Dr. Bougarrani’s recognition as the first Moroccan entrepreneur to be placed among the top three finalists in the ABH competition is significant. Her success defies cultural expectations and gender norms in a field where male entrepreneurs predominate. Her accomplishment serves as a role model for aspiring female entrepreneurs throughout Africa and highlights her technical expertise and leadership abilities.

Her work in sustainable water management has gained her worldwide recognition. She has received top honours, including the United Nations Industrial Development Organization (UNIDO) Grand Prize.

The Future of Green Wateche

Dr. Bougarrani plans to put the $150,000 prize back into Green Watech to help it reach more African communities in need. She has an ambitious goal to reach 1 million end-users by 2030.  Her career is an outstanding example of how someone with a strong will and passion can break walls, challenge stereotypes and uplift entire communities.

2025 ABH Applications Are Now Open

African entrepreneurs who want to enter the 2025 edition of the competition and stand a chance to win a share of US$1.5 million can do so at https://AfricaBusinessHeroes.org/en/register.

Distributed by APO Group on behalf of Africa’s Business Heroes (ABH

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African Development Bank and Bank of Africa Tanzania sign $7.5 million facility to boost trade finance

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7 hours ago

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April 8, 2025

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The facility will support small and medium-sized enterprises (SMEs) and local corporates engaged in the import sector

DAR ES SALAAM, Tanzania, April 7, 2025/APO Group/ –The African Development Bank (www.AfDB.org) and the Bank of Africa Tanzania (BOAT) have signed a $7.5 million trade finance transaction guarantee facility to boost trade finance activities of the Bank of Africa in Tanzania.

Under this facility, the African Development Bank will provide a guarantee of up to 100% to confirming banks against non-payment risks arising from letters of credit and similar trade finance instruments issued by the Bank of Africa Tanzania. The facility will support small and medium-sized enterprises (SMEs) and local corporates engaged in the import sector. The facility aligns with efforts to bolster intra-Africa trade, contributing directly to the objectives of the African Continental Free Trade Area (AfCFTA) (https://AU-AfCFTA.org/).

This partnership strengthens our ability to support businesses across various sectors by providing seamless trade finance solutions

Speaking at the signing event on March 10, 2025, in Dar es Salaam, the Bank’s Country Manager for Tanzania, Patricia Laverley, stressed the importance of the facility in addressing Tanzania’s trade finance needs, saying that given the country’s import requirements, it will aid priority sectors such as trade, agriculture, manufacturing, and energy. “This facility will support trade by enabling BOAT to play a more strategic role in the regional and international market.”

Representing BOAT’s management, Deputy Managing Director Hamza Cherkaoui lauded the strong partnership with the African Development Bank, emphasizing its role in expanding trade finance capabilities across the continent. “This partnership strengthens our ability to support businesses across various sectors by providing seamless trade finance solutions, expanding our confirmation network, and enabling access to top-tier confirming banks,” he said.

The new Trade Guarantee facility aligns with Bank of Africa Tanzania’s strategic priorities and the African Development Bank’s broader objectives, including promoting regional integration, increasing food security, and industrializing Africa. It also supports Tanzania’s Country Strategy paper 2021-2025, which focuses on enhancing the private sector business environment for job creation. It also aligns with the country’s development vision (Vision 2025), which aims to build a strong and resilient economy capable of competing globally.

The signing of the agreement marks a significant milestone in the African Development Bank Group’s direct engagement with Tanzania’s private sector, reinforcing its commitment to strengthening the country’s financial sector and economic development.

Distributed by APO Group on behalf of African Development Bank Group (AfDB

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PAC Capital Limited Named Best Transaction Advisory Firm in Nigeria at the Grand Annual Awards Ceremony 2025

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7 hours ago

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April 8, 2025

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PAC-Capital

As part of the PanAfrican Capital Holdings Group, PAC Capital continues to expand its footprint across Africa and globally, with a focus on impact-driven transactions that promote sustainable economic growth

LAGOS, Nigeria, April 7, 2025/APO Group/ –PAC Capital Limited (www.PACCapitalLtd.com), a leading investment banking and advisory firm, is proud to announce its recognition as the Best Transaction Advisory Firm – Nigeria 2025 by the International Business Magazine Awards!

The award celebrates PAC Capital’s consistent track record in structuring and executing high-impact transactions across various sectors, including infrastructure, energy, transport, and financial services. This international recognition highlights the firm’s commitment to excellence, innovation, and delivering value-driven advisory services.

At PAC Capital, we are committed to delivering transformative financial solutions that not only meet but exceed expectations

Humphrey Oriakhi, Managing Director of PAC Capital, expressed his pride and appreciation for the recognition:

“This award is a strong validation of our efforts to lead with insight, integrity, and innovation in the transaction advisory space. We are truly honored to be acknowledged on a global platform. I dedicate this achievement to our clients who trust us with their most strategic decisions and to our team whose dedication fuels our success.”

Bolarinwa Sanni, Executive Director of PAC Capital, emphasized the importance of collaboration and resilience in the firm’s journey:

“Winning this award reflects the strength of our advisory team and the boldness of the clients we serve. At PAC Capital, we are committed to delivering transformative financial solutions that not only meet but exceed expectations. This recognition inspires us to keep pushing boundaries and shaping Africa’s investment landscape.”

As part of the PanAfrican Capital Holdings Group, PAC Capital continues to expand its footprint across Africa and globally, with a focus on impact-driven transactions that promote sustainable economic growth.

Distributed by APO Group on behalf of PAC Capital Limited

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