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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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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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The 27th China International Education Annual Conference held a cloud dialogue, where Yin Yuzhen and Saikaos discussed the exchange of folk ecological education

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November 11, 2026

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BEIJING, CHINA – Media OutReach Newswire – 11 November 2026 – The 27th China Annual Conference & Expo for International Education (CACIE) hosted a “CACIE Talk” session in Beijing on October 30, where Yin Yuzhen, a Chinese anti-desertification pioneer, Bai Fan, head of the Luoyang No. 2 Foreign Language School Education Group, and their American friend Sakolsky, whose full name is Ronald Sakolsky, reconnected via video link. The brief conversation added a new footnote to a cross-border green story now spanning 26 years.
 




 
In the video link, Sakolsky said he had launched preparations on October 1 to establish the Sakolsky Foundation. He plans to work with the China Education Association for International Exchange to build a platform for exchanges between Chinese and American teachers and students, using people-to-people exchanges to bridge cultural divides. Communication and understanding, he said, are important bridges to a peaceful future for young people in the global village we all share. Bai Fan also noted that face-to-face cross-border educational exchanges can help young people learn tolerance and respect, and see a real, multi-dimensional China. Yin Yuzhen responded with a simple observation that resonated with the audience: planting trees and nurturing people both come down to perseverance.

The friendship had its origins in the Maowusu Sandy Land. In 1999, Sakolsky, then teaching in Luoyang, was moved by Yin Yuzhen’s story of taking root in the desert to control desertification, and raised $5,000 himself to support her afforestation efforts. Yin invested the entire sum in the sandy land, planted some 50,000 saplings, erected a stone marker bearing her friend’s name, and kept one dollar as a memento.

The two then lost touch for more than two decades. Yin kept up her sand-control work day after day while thinking of her friend far away. In May 2026, she posted a video appeal to find him and located Sakolsky within 26 hours. In August that year, the two met in person in Ordos and walked together into the forest that now stands there.

For more than four decades, Yin Yuzhen and her husband have remained committed to the Maowusu, bringing a total of 70,000 mu (about 4,667 hectares) of barren sand under control. The shifting dunes that once rolled with yellow dust have gradually become woodland and pasture. Today, 85 percent of the Maowusu Sandy Land in Uxin Banner has been treated, and the transformation of this sandy expanse is regarded as a model case in reversing land degradation worldwide. Over the years, the area has continued to attract volunteers from many countries to take part in desertification control, and people-to-people cooperation on environmental protection has continued to grow.

The goodwill that began with sand control has long gone beyond a single stretch of sandy land. On October 15 this year, Yin Yuzhen was named one of the inaugural “100 Women Heroes in Agrifood Systems and Rural Development” at the headquarters of the Food and Agriculture Organization of the United Nations (FAO) in Rome. There she joined Sakolsky and FAO Director-General Qu Dongyu in planting a crape myrtle as a symbol of friendship, sharing China’s experience in desertification control on the international stage. Windblown sand respects no borders, and a shared commitment to ecological conservation has carried the story of two ordinary people out of the desert and onto the international multilateral platform.

The thread of people-to-people friendship clearly runs from the saplings in the Maowusu to the crape myrtle as a mark of friendship in Rome, and now to the conversation in Beijing about exchanges among young people. Sakolsky’s plan to establish the foundation is meant to carry forward the goodwill that began in the desert: starting from an ecological commitment, using educational exchange as a bond, and helping more young people build connections and pass on the power of goodness and beauty.
 




 

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Islamic Development Bank (IsDB) Group–World Association of Investment Promotion Agencies (WAIPA) Investment Excellence Awards 2026 Announce Winners

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November 11, 2026

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Beyond recognizing excellence, the Awards foster peer learning and the exchange of best practices among IsDB Member Countries, helping transform investment opportunities into sustainable, impactful, and investment-ready projects

GENEVA, Switzerland, November 11, 2026/APO Group/ –The IsDB Group–WAIPA Investment Excellence Awards 2026 (https://www.IsDB.org) concluded today during the 30th World Investment Conference (WIC 2026) in Geneva, Switzerland, recognizing outstanding Investment Promotion Agencies (IPAs) for their contributions to sustainable investment, investment facilitation, and economic development across IsDB Member Countries.

 




  

The General Authority for Investment and Free Zones (GAFI), Egypt, received the IsDB Group- WAIPA Investment Excellence Awards 2026 for Outstanding Sustainable Investment Project for the Kom Ombo Solar PV Power Project, a landmark initiative that has delivered measurable economic, social, and environmental impact while advancing the Sustainable Development Goals (SDGs).

Invest Oman received the IsDB Group-WAIPA Investment Excellence Awards 2026 for Investment-Ready Projects, Partnerships & Facilitation Excellence in recognition of its success in developing investment-ready opportunities through effective partnerships, stakeholder coordination, and investor facilitation.

The National Investment Promotion Agency of Comoros received a Special Recognition Award for Least Developed Countries (LDCs). The agency was recognized for supporting investors at every stage, from preparing projects to aftercare.

The Awards are a joint initiative of the Islamic Development Bank (IsDB) Group and World Association of Investment Promotion Agencies (WAIPA), established to recognize Investment Promotion Agencies (IPAs) from IsDB Member Countries that are driving sustainable development, private sector growth, economic diversification, and long-term prosperity through investment.

A total of 15 applications were submitted for the 2026 edition. Following an eligibility screening process, all eligible submissions were reviewed and assessed by an independent international jury, which selected the winners based on the published evaluation criteria.

The awards were presented by Mr. Ismail Ersahin, Chief Executive Officer of WAIPA; Mr. Sahal Almarwai, Division Manager of Outreach & Events Management at the IsDB Group Business Forum (THIQAH); and Mr. Kadir Basboga, Associate Manager, Regional Integration, Cooperation & Capacity Development at IsDB. The ceremony brought together IPAs leaders, senior government officials, investors, and private sector representatives attending the World Investment Conference (WIC) 2026.

Launched during the IsDB Group Annual Meetings 2026 in Baku, Azerbaijan, the Awards reflect the evolving role of IPAs in supporting investors throughout the investment lifecycle, strengthening investment ecosystems, coordinating stakeholders, and developing bankable investment opportunities. Beyond recognizing excellence, the Awards foster peer learning and the exchange of best practices among IsDB Member Countries, helping transform investment opportunities into sustainable, impactful, and investment-ready projects.

Distributed by APO Group on behalf of Islamic Development Bank Group (IsDB Group).

 

 




 

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Lord Nicholas Stern to headline Africa’s Green Economy Summit as continent looks towards 32nd Conference of the Parties (COP32)

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November 11, 2026

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AGES 2027 brings global and African leaders together in Cape Town to focus on financing and delivering Africa’s sustainable future

CAPE TOWN, South Africa, November 11, 2026/APO Group/ –Professor Lord Nicholas Stern, one of the world’s leading authorities on the economics of climate change, will deliver a keynote address at Africa’s Green Economy Summit (https://apo-opa.co/4iRv4j7) (AGES), taking place from 23 to 26 February 2027 at the Century City Conference Centre in Cape Town. His participation comes as Africa looks towards COP32, which Ethiopia will host in 2027.

 




  

Professor Lord Nicholas Stern, IG Patel Professor of Economics and Government and Chair of the Grantham Research Institute on Climate Change and the Environment at the London School of Economics and Political Science, will address delegates during the opening keynote session: “Ready for the World: Financing and Delivering Africa’s Sustainable Future.”

A foundational figure in shaping the economic case for global climate action, Professor Lord Nicholas Stern led the landmark Stern Review on the Economics of Climate Change, which demonstrated the profound economic risks of inaction on climate change and made the case for investment in a transition to a low-carbon economy.

His participation comes as Africa enters an important period for climate action. With COP32 placing the global spotlight on the continent, the focus is increasingly shifting from ambition and commitments towards implementation: mobilising capital, building investable projects, strengthening resilience and ensuring the green transition supports economic growth, industrialisation and jobs.

“COP32 is an opportunity for Africa to change the narrative from a continent seeking climate finance to a continent offering some of the world’s most compelling green investment opportunities. AGES 2027 is about making that opportunity tangible by connecting capital with projects, policy with implementation, and ambition with delivery,” says Emmanuelle Nicholls, Group Director: Green Economy at VUKA Group.

That transition from ambition to delivery sits at the heart of the newly released AGES 2027 programme, with “Road to COP32: Africa’s Implementation Agenda” running as a cross-cutting theme throughout the summit. The opening programme also features a dedicated discussion on Africa’s adaptation and resilience agenda on the road to COP32.

New voices shaping Africa’s green economy

AGES 2027 is about making that opportunity tangible by connecting capital with projects, policy with implementation, and ambition with delivery

Professor Lord Nicholas Stern will be joined by a growing line-up of African and international leaders spanning green growth, climate finance, development finance, trade and investment.

Confirmed speakers include:

  • Mallé Fofana, Deputy Executive Director and Head of the Directorate for Green Growth Implementation at the Global Green Growth Institute
  • Satu Kahkonen, World Bank Division Director for South Africa, Botswana, Namibia, Lesotho and Eswatini
  • Haile Mekonnen, COP32 Climate Finance Representative for the Ethiopian Private Sector and member of UNECA’s COP32 Climate Finance Technical Team
  • Aakif Merchant, Director and Head of Africa at Convergence
  • Dave Chalila, Head of Africa and Middle East Investments at GuarantCo (PIDG)
  • Roslyn Ng’eno, Senior Investment Expert at the African Continental Free Trade Area Secretariat

 

The programme will examine some of the most immediate opportunities and challenges shaping Africa’s sustainable development, including energy access and green industrialisation, water security, sustainable agriculture, climate and nature finance, critical minerals, sustainable mobility, carbon finance, digital infrastructure and the mobilisation of institutional capital.

From climate ambition to capital

The COP32 conversation at AGES will be grounded in investment and delivery.

AGES 2027 is expected to bring together 700+ delegates, 150+ investors and 40 investment-ready projects representing a US$2 billion pipeline, creating a marketplace connecting African opportunities with the capital, partners and expertise required to take them forward.

New additions for 2027 include a Ministerial & Technical Leadership Roundtable, a closed-door DFI Roundtable and the Green Village, alongside investor roundtables, curated matchmaking and project pitches.

The City of Cape Town returns as host city for AGES 2027.

The full AGES 2027 programme is now available, together with the summit’s new infrastructure and SMME Dealbooks highlighting investment-ready African projects seeking capital and partnerships.

Distributed by APO Group on behalf of VUKA Group.

 




 

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