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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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Enlit Africa seeks contributions that move the conversation from strategy to execution: ensuring a Future Fit Africa

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Share your expertise with Africa’s power, energy and water community, connect with decision makers from across the value chain and contribute to the conversations shaping the continent’s next generation of infrastructure and investment

CAPE TOWN, South Africa, September 25, 2026/APO Group/ –Speaker submissions are open for Enlit Africa, created by VUKA Group (www.WeAreVuka.com), as it returns to the CTICC, Cape Town from 11–13 May 2027.

Do you have a project, lesson, strategy or innovation that Africa’s energy sector should hear about?

 




  

We invite utilities, project owners, developers, IPPs, commercial and industrial energy users, municipalities, policymakers, regulators, financiers, researchers and industry practitioners to submit abstracts sharing practical experience, case studies, research, projects and lessons from across Africa’s changing energy and water sectors.

What are we looking for?

We particularly encourage non-vendor speakers to submit contributions across:

  1. Enlit Africa Main Stage – From Strategy to Execution
    Policy, market reform, investment, leadership and the decisions required to turn Africa’s energy ambitions into implementation.
  2. Generation
    New capacity, generation technologies, energy security, operating performance and Africa’s evolving energy mix.
  3. Transmission & Distribution
    Grid expansion, modernisation, open access, system operation, cross-border interconnection, digitalisation and infrastructure investment.
  4. Municipal Forum:Municipal management, with an emphasis on electricity and water – with a strong emphasis on service delivery.
  5. Power Hub:Technical advancements in power generation, transmission, distribution and more. Technical presentations encouraged.
  6. Water Hub:Technical insights into water management and solutions.
  7. Water Security Hub: Strategy, finance, management and technology application for water security.
  8. Project & Investment Hub: Project developments, country roundtables, project briefings, finance, and innovative financing models (including M300).
  9. Renewable Energy & Storage:Covering both technical and strategic applications of renewables and storage.

What makes a strong submission?

We want to hear about what is happening on the ground.

Tell us about:

  • A project being implemented or developed
  • A challenge your organisation has solved – or is still trying to solve
  • Lessons from implementation
  • New research or industry findings
  • Innovative financing or commercial models
  • Technologies being deployed in real operating environments
  • Policy or regulatory changes and what they mean in practice
  • Approaches that could be replicated elsewhere in Africa

Preference will be given to submissions that provide practical insights, measurable outcomes and lessons that the wider industry can apply.

Why present at Enlit Africa?

Africa does not need another conversation about what should happen. Help us explore how we make it happen and how we ensure Africa is future fit.

Share your expertise with Africa’s power, energy and water community, connect with decision makers from across the value chain and contribute to the conversations shaping the continent’s next generation of infrastructure and investment.

Submission details

Abstract length: 300–500 words
Submission deadline: 29 January 2027
Speaker feedback: 7 December 2026 – 5 February 2027

Visit the Enlit Africa website to submit your speaker abstract: https://apo-opa.co/4d2TTq2

Distributed by APO Group on behalf of VUKA Group.

 




 

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CEM Africa Awards 2026 set to recognise Africa’s leading Customer Experience (CX) talent and innovation

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The 2025 awards attracted more than 80 entries and 31 finalists, culminating in eight award winners

The calibre of organisations and individuals recognised through the CEM Africa Awards demonstrates just how much extraordinary CX work is being done across the continent

 




 
JOHANNESBURG, South Africa, September 25, 2026/APO Group/ –Customer experience professionals, teams and organisations across Africa have just days remaining to enter the 2026 CEM Africa Awards, with free applications closing on 30 September 2026.

 

Taking place on 10 November 2026 at the NH Hotel in Sandton, Johannesburg, the Customer Experience Africa Awards form part of the CEM Africa platform and recognise the individuals, teams, technologies and initiatives raising the standard of customer experience across the continent.

For organisations considering whether to enter, the company they could be keeping provides a compelling indication of the calibre of the awards.

A growing roll call of African CX leaders

The 2025 awards attracted more than 80 entries and 31 finalists, culminating in eight award winners. Finalists represented organisations spanning financial services, technology, telecommunications, retail, insurance, public services and social impact.

Among them were Absa, Capitec Bank, Santam, Telesure Investment Holdings, Equity Bank, Takealot.com, NTT DATA, Frogfoot, Telviva, Harambee Youth Employment Accelerator, the University of Pretoria and South Africa’s Department of Social Development.

The 2025 winners included Serisha Iyer of Absa Corporate and Investment Banking, named Rising Star in CX; Alma Angela Olela of Jubilee Health Insurance, named CX Leader of the Year; and Franco Cotumaccio of Shadow Global, winner of Breaking Barriers in CX.

Corporate winners included Telesure Investment Holdings for Best Overall CX Solution, Krisp for Best Use of AI, Telviva for Best Enterprise Contact Centre Platform, Harambee Youth Employment Accelerator for Best Customer Experience Team of the Year and the University of Pretoria for Best Citizen Experience Initiative.

That follows a 2024 edition in which winners included NCBA Bank, MultiChoice, Digital Solutions Group, Absa Bank and Telviva, alongside individual CX leaders from across the continent.

More than a trophy

For entrants, recognition through the CEM Africa Awards puts their work in front of a wider African CX community and an independent judging panel drawn from across the industry.

The 2026 judging panel includes global CX specialist Ian Golding; Andrew (Dré) Enebeli, Head of CX & Engagement at Access Bank; Dr Oliver Museka, President and Founder of IRDM College Eswatini; Jonathan Daniels, Managing Director of CX Centric; Joven Pillay, Partner and Head of Customer Consulting at KPMG; and Qaalfa Dibeehi, Managing Partner at Human2Outcome.

This year’s awards recognise excellence across four broad pillars – People, Innovation, Transformation and Government – covering categories including CX Leader of the Year, Rising Star in CX, Breaking Barriers in CX, Best Overall CX Solution, Best Use of AI, Best Enterprise Contact Centre Platform, Best Customer Experience Team of the Year, Best Digital Transformation in Public Services and Best Citizen Experience Initiative.

“The calibre of organisations and individuals recognised through the CEM Africa Awards demonstrates just how much extraordinary CX work is being done across the continent. These awards give that work a platform. Whether it is a major transformation programme, an innovative use of technology or an individual changing how their organisation thinks about the customer, we want to make sure Africa’s best work is being seen and recognised.”

  • Briteny Price, Event Manager and CEM Africa Awards Director

Final opportunity to enter

Applications for the 2026 CEM Africa Awards are free and remain open until 30 September 2026. Finalists will be announced in October, ahead of the awards ceremony on 10 November at the NH Hotel, Sandton.

Organisations, teams and individuals working to improve customer and citizen experience across Africa are encouraged to submit their entries before the deadline.

Apply for the CEM Africa Awards 2026 by 30 September 2026

Submit your application (https://apo-opa.co/4hdcimx)

Explore the CEM Africa Awards

Visit the CEM Africa Awards website (https://apo-opa.co/4iNXzzM)

Distributed by APO Group on behalf of VUKA Group.

 




  

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Emirates to bring the A350 to Nairobi, introducing next-generation cabin experiences

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The introduction of the A350 also marks the first time Emirates’ highly acclaimed Premium Economy cabin will be available to customers flying to and from Kenya, complementing the airline’s enhanced Business and Economy offerings

  • From 25 October, Nairobi becomes the 32nd destination to be served by the Emirates A350
  • Latest-generation aircraft introduces Emirates’ acclaimed Premium Economy cabin to Kenya for the first time, along with enhanced Business and Economy Class cabins
  • Deployment reinforces Emirates’ continued investment in Kenya and commitment to delivering an exceptional customer experience across its Africa network

 




  

Emirates (www.Emirates.com), the world’s largest international airline, will soon serve Nairobi with its newest aircraft type, the Airbus A350 (https://apo-opa.co/47hy1nv). From 25 October 2026, the A350 will operate on EK717 and EK718, bringing Emirates’ latest-generation cabin experience to customers travelling between Dubai and Nairobi. The Emirates A350 is defined by spacious, bright cabins, enhanced technology, connectivity, and the airline’s signature hospitality across all three cabins.

 

The introduction of the A350 also marks the first time Emirates’ highly acclaimed Premium Economy cabin will be available to customers flying to and from Kenya, complementing the airline’s enhanced Business and Economy offerings.

 

Christophe Leloup, Emirates Country Manager in Kenya said, “The arrival of the A350 in Nairobi marks an exciting new chapter for Emirates in Kenya. We’re delighted to bring our latest aircraft and onboard experience to our customers in market, with more comfort, choice and thoughtful touches in every cabin. Combined with our growing flight schedule, the A350 gives customers travelling on the Dubai-Nairobi route something new to discover, while building on the experience they know and love from Emirates.”

 

 

What passengers can expect from the A350

The newest aircraft type to join Emirates’ all widebody fleet, the A350 accommodates 298 passengers in three spacious cabins – Business, Premium Economy and Economy. The bright and airy cabins have been thoughtfully designed to provide more space and comfort in every cabin, whilst cutting-edge technology and enhanced entertainment options elevate every journey.

 

Making its debut in Kenya, Emirates’ Premium Economy cabin offers elevated comfort, comparable to a Business Class experience on many airlines. The cabin is spacious with leather reclining seats that feature a generous pitch, adjustable headrests and more legroom. Customers can enjoy in-seat charging points, a wood-finished side cocktail table, a 13.3-inch TV screen, a generously sized pillow and blanket, complimentary amenity kits on select flights – including the Dubai-Nairobi route – and a globally exclusive sparkling wine, Chandon Vintage Brut 2017.

We’re delighted to bring our latest aircraft and onboard experience to our customers in market, with more comfort, choice and thoughtful touches in every cabin

 

Business Class is configured in a 1-2-1 layout ensuring every passenger has direct aisle access and a spacious, private environment for both work and relaxation. The fully lie-flat seat is wrapped in soft cream leather and features a personal minibar and wireless charging for comfort and convenience. At the back of the cabin is a snack display area allowing passengers to help themselves to refreshments throughout the flight.

 

Economy Class features an all new, airy colour palette of sky blue, bronze and cream, complemented by lighter-toned wood finishings. Each seat features the airline’s upgraded ice inflight entertainment system on a 13.3inch 4K adjustable touchscreen, while generous seat pitch and leather headrests provide support, comfort and extra legroom.

 

 

Continuing to raise the bar in Kenya

The deployment of the A350 follows a series of enhancements to the Emirates customer proposition in Kenya, including the introduction of the third daily flight between Dubai and Nairobi in July. With 21 flights per week, customers have greater flexibility and connections between Kenya and key markets across Europe and the US, via Dubai.

 

Nairobi is also home to Africa’s first Emirates World (https://apo-opa.co/4yeI34C) store, which opened in 2024, offering customers a more immersive way to discover Emirates’ products, while offering more convenience and personalised service.

 

Earlier this year, Emirates introduced further flexibility for customers in Kenya through a partnership with Cellulant, launching a split-payment solution (https://apo-opa.co/4xLYG6R) that allows travellers to combine multiple payment methods across 24-hour instalments when purchasing airfares.

Tickets can be booked now on Emirates.com, the Emirates App, or via both online and offline travel agents as well as Emirates World Store (https://apo-opa.co/46Kglkc) in Nairobi. Emirates continues to offer flexible booking policies for added peace of mind while travelling. Every ticket booked after 10th August 2026 comes with free unlimited dates changes to Dubai and one complimentary date change to anywhere else in the world, in addition to significantly reduced refund fees across all cabins and fare types, allowing passengers to adjust their travel plans with minimal penalties.

Distributed by APO Group on behalf of The Emirates Group.

 




 

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