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International Olympic Committee (IOC) announces Olympic champions, medallists and Olympians as Athlete Role Models for Dakar 2026

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Olympic

The IOC has announced an initial list of 31 Athlete Role Models for the Dakar 2026 Youth Olympic Games, including multiple Olympic champions and medallists

DAKAR, Senegal, April 20, 2026/APO Group/ –The International Olympic Committee (IOC) (www.Olympics.com) has announced the first group of Athlete Role Models (http://apo-opa.co/3Qky50M) for the Dakar 2026 Youth Olympic Games (YOG) (http://apo-opa.co/4clOeLQ), marking an important step in preparations for the first Olympic sporting event to be held on the African continent.

 

Key facts

The IOC has announced an initial list of 31 Athlete Role Models for the Dakar 2026 Youth Olympic Games, including multiple Olympic champions and medallists.

The Athlete Role Models will provide mentoring and workshop training to young athletes on site during Dakar 2026.

In collaboration with the International Federations, experienced Olympians from the 25 competition sports and 10 engagement sports on the Dakar 2026 programme have been selected as Athlete Role Models. They are:

  • Clarisse Agbegnenou (FRA, judo)
  • Stéphane Badji (SEN, football)
  • Christopher Bak (USA, rowing)
  • Asunción Batista (ESP, beach handball)
  • Rémy Bedu (FRA, golf)
  • Yves Bourhis (SEN, canoe slalom)
  • Jean-Pierre Bourhis (SEN, canoe slalom)
  • Darcy Bourne (GBR, hockey)
  • Douglas Brose (BRA, karate)
  • Sheila Chajira (KEN, rugby sevens)
  • Doaa Elghobashy (EGY, beach volleyball)
  • Jomana Elsaiy (EGY, shooting)
  • Ruth Gbagbi (CIV, taekwondo)
  • Sonja Greinacher (GER, basketball 3×3)
  • Zohra Nora Kehli (ALG, fencing)
  • Khadija Krimi (TUN, rowing)
  • Xiaoxiao Lai (CHN, wushu)
  • Rayssa Leal (BRA, skateboarding)
  • Vincent Luis (FRA, triathlon)
  • Jamila Lunkuse (UGA, swimming)
  • Dina Meshref (EGY, table tennis)
  • Halimah Nakaayi (UGA, athletics)
  • Kaylia Nemour (ALG, artistic gymnastics)
  • Blessing Oborududu (NGR, wrestling)
  • Forrester Osei (GHA, weightlifting)
  • Ayako Rokkaku (JPN, baseball5, baseball/softball)
  • Edmond Sanka (SEN, canoe sprint, Para canoe)
  • Combe Seck (SEN, canoe sprint)
  • Richard Torrez Jr. (USA, boxing)
  • Maja Włoszczowska (POL, cycling)
  • Siwei Zheng (CHN, badminton)

The full biographies of each Athlete Role Model can be found on the Athlete365 website (http://apo-opa.co/41KHuB3).

They represent the very best of Olympism and will help shape the experience of the young athletes competing in Senegal

Since the inaugural Singapore 2010 YOG, the Athlete Role Model programme has been a central component of each edition, providing the young athletes competing with a chance to learn from experienced Olympians.

The Athlete Role Models will be on the ground in Senegal to engage with competing athletes, providing support and advice around competition and taking part in educational workshops. These workshops cover topics such as career management, injury prevention and mental preparation, among many other things.

The Athlete Role Models will also attend training sessions, engage with the local community, support the athletes from the sidelines and be there to congratulate them at victory ceremonies.

Speaking about his selection as an Athlete Role Model, Chinese Olympic champion in badminton (mixed doubles) Shiwei Zheng said: “This opportunity is a powerful extension of my life’s work… It allows me to show that being a ‘champion’ isn’t just about medals – it’s about how you live, lead and lift others up.”

Meanwhile, Spaniard Asunción Batista – named best player in the world in beach handball in 2022 – spoke about what being an Athlete Role Model means to her: “Personally, this opportunity means growth, purpose and the chance to be part of something bigger than me.”

Senegal’s flagbearer at the Paris 2024 Opening and Closing Ceremonies, Combe Seck (canoe sprint), spoke about what it means to serve as an Athlete Role Model in her own city: “This opportunity represents a real challenge and is a great source of pride for me. Being an Athlete Role Model in Dakar, my city, is a chance to push myself, bring value and contribute to something truly meaningful.”

Jamila Lunkuse, a two-time Olympian in swimming from Uganda, spoke of what she wants to achieve in this role: “Representation really matters to me… I want to be that visible presence for young athletes that I didn’t always have.”

Douglas Brose – a Brazilian karateka and one of the most accomplished athletes in the history of men’s kumite – explained why he wanted to be an Athlete Role Model for Dakar 2026: “I didn’t build my career only to win medals – I built it to open paths.”

On this milestone announcement, IOC Athletes’ Department Director Kaveh Mehrabi said: “Like many in our society, young athletes naturally look up to Olympians for guidance and inspiration. At every edition of the YOG, we have witnessed the incredible impact of Athlete Role Models in terms of athlete experience, and that’s why we are convinced that these outstanding role models will play a central role during Dakar 2026 and beyond. They represent the very best of Olympism and will help shape the experience of the young athletes competing in Senegal. Their contribution will be invaluable in supporting the mission of Dakar 2026 and empowering the next generation to chase their dreams.”

This announcement underscores the IOC’s commitment to delivering a meaningful athlete experience at the Youth Olympic Games, while supporting the legacy of Dakar 2026 in Senegal and across Africa.

The Dakar 2026 YOG will take place from 31 October to 13 November 2026, bringing together around 2,700 young athletes aged up to 17 across three host zones: Dakar, Diamniadio and Saly.

Distributed by APO Group on behalf of International Olympic Committee (IOC).

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Integral Appointed as Referral Agent for Ghana, Ivory Coast and Senegal for FIFA World Cup 26™ Hospitality Sales

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5 hours ago

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April 21, 2026

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As a Referral Agent, Integral will play a strategic role in identifying and engaging high-value clients across these markets, ensuring they are directed to official and authorized hospitality channels

LAGOS, Nigeria, April 20, 2026/APO Group/ –On Location, the Official Hospitality Provider of the FIFA World Cup 26™, has expanded its partnership with Integral (www.Integralsande.com), appointing the company as a Referral Agent in Ivory Coast, Ghana, and Senegal for the tournament’s official hospitality programme.

 

We are excited to deepen our relationship with Integral as we expand into new African markets

Building on its successful role as Nigeria’s Exclusive Sales Agent, Integral will now support awareness, market engagement, and client referrals across key West African markets, connecting fans, brands, and corporate organizations in Ivory Coast, Ghana, and Senegal to official FIFA World Cup 26™ hospitality experiences.

“We are excited to deepen our relationship with Integral as we expand into new African markets,” said Alicia Falken, General Manager of On Location’s FIFA World Cup 26™ business. “Their strong regional expertise and proven track record in delivering premium hospitality experiences make them a valuable partner in driving access to official FIFA World Cup 26™ offerings across West Africa.”

As a Referral Agent, Integral will play a strategic role in identifying and engaging high-value clients across these markets, ensuring they are directed to official and authorized hospitality channels.

Fans are urged not to purchase tickets or packages from unauthorized platforms or sellers as FIFA reserves the right to cancel tickets obtained via unofficial channels. While there may be offers of unauthorized tickets and hospitality packages currently in the market, On Location is the only official hospitality provider of the FIFA World Cup 26™. On Location is proud to collaborate with respective Host Committees and their partners including local teams. Additionally On Location is partnering with Major League Soccer and the League’s clubs across the U.S. and Canada as official appointed Sales Agents for the tournament. The full list of authorized global sales agents will be published on https://FIFAWorldCup26.Hospitality.FIFA.com/ and added to, once a region is announced.

Distributed by APO Group on behalf of Integral.

 

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Record 15 Marketing and Merchandising Partners to Support 2026 Basketball Africa League Season

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3 weeks ago

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March 31, 2026

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The BAL’s sixth season will reach fans in more than 200 countries and territories, including all 54 countries in Africa

DAKAR, Senegal, March 27, 2026/APO Group/ —– Five New Partners Join for Sixth BAL Season Tipping Off Today in South Africa –

 

– BAL Games Will Reach Fans in More Than 200 Countries –

The Basketball Africa League (BAL) (www.BAL.NBA.com) today announced that a record 15 marketing and merchandising partners, including five new partners, will support the 2026 BAL season that tips off today at the SunBet Arena in Pretoria, South Africa.

New partners Amazon Web Services; FLEXX; PUMA; Qatar Foundation; and South African Tourism join returning Foundational Partners Rwanda Development Board and Wilson as well as Official Partners AB InBev, Afreximbank, Air Senegal, Hyundai, RwandAir, the French Embassy of Senegal, ServiceNow and Wave.

The BAL’s sixth season will reach fans in more than 200 countries and territories, including all 54 countries in Africa.  Returning free-to-air and pay TV broadcast partners in Africa include Canal+ (pan-Africa), Rwanda Broadcasting Agency, RTS and 2STV (Senegal), SNRT (Morocco), TV5 Monde (pan-Africa) and ZAP TV (Angola and Mozambique).  BAL games and programming will also air on NBA TV globally, the NBA FAST Channel on leading FAST platforms including Samsung, Roku and Amazon Fire TV in the U.S., select FAST platforms in Canada and Mexico, Tencent Video and Tencent Sports in China, TSN and RDS Direct in Canada, and through livestreaming on the NBA App and NBA.com for NBA ID members.

 

 

 

“This incredible roster of new and returning partners reflects the sustained growth and momentum around the BAL and the African sports industry more broadly,” said BAL President Amadou Gallo Fall.  “We look forward to working with these amazing companies and organizations to engage BAL fans across the continent and around the world in new and creative ways throughout our sixth season.”

 

Below are highlights of each marketing and merchandising partners’ efforts:

 

  • AB InBev returns as the Official Beer Partner of the BAL through its Castle Lite and Budweiser brands.
  • Afreximbank will again serve as an Official Partner of the BAL4HER and BAL Future Pros programs in each host city, which provide professional development training for African youth pursuing careers in sport.
  • Air Senegal returns as Official Partner of the Sahara Conference group phase from Friday, April 24 – Sunday, May 3 at the Prince Moulay Abdellah Sports Complex in Rabat, Morocco, supporting guest travel from and returning to Senegal.
  • Amazon Web Services will serve as Official Technology Provider (cloud computing, cloud AI and cloud machine learning) of the BAL.
  • FLEXX will serve as an Official Off-Court Lifestyle and Team Fanwear Supplier of the BAL.
  • Hyundai returns as the Official Car Partner of the Kalahari Conference group phase from March 27 – Sunday, April 5 in Pretoria, featuring Hyundai Santa Fe and Hyundai Alcazar displays at the SunBet Arena and Fan Zone.
  • PUMA joins as the league’s Official Outfitter, supplying all official BAL team, fan and referee apparel, including game uniforms, warm-up gear, practice wear, accessories, and branded tops for participants in the league’s social impact and player programming.
  • Qatar Foundation will serve as an Official Community Partner of the BAL by supporting a variety of social impact and court development initiatives across all three host cities.
  • RwandAir returns as Official Airline Partner of the BAL.
  • Rwanda Development Board returns as a Foundational Partner of the BAL.
  • The French Embassy of Senegal will serve an Official Partner of the BAL School Tournament and International Basketball Day in Senegal, with more details to be announced at a later date.
  • ServiceNow will serve as Official Digital Transformation Partner of the BAL and support several networking and stakeholder engagement initiatives throughout the season.
  • South African Tourism will serve as Official Tourism Collaborator of the Kalahari Conference group phase.
  • Wave returns as an Official Marketing Partner of the BAL, Presenting Partner of the BAL4HER Elevate Camp, the BAL Rapatak Tournament, the BAL Tournoi des Quartiers Tournament, and the BAL Court Regeneration Event, and Official Partner of the BAL Business Brunch.
  • Wilson returns as a Foundational Partner and Official Game Ball Partner of the BAL.

Distributed by APO Group on behalf of Basketball Africa League (BAL).

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FIFA World Cup 2026 is predicted to drive $10.5 billion surge in ad spend but ad impact diminishes amid a shifting media landscape

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1 month ago

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March 20, 2026

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  • The World Cup still drives huge audiences, but weaker linear reach
  • Attention is shifting to the conversation around games
  • Late night matches provide category opportunities

WARC Global Advertising Trends: FIFA World Cup 2026

19 March 2026 – The 2026 FIFA men’s World Cup will be the biggest in the tournament’s history, hosted across Canada, Mexico, and the United States with more matches than ever before.

Yet, despite large audiences, rising rights fees, and expanding sponsorship packages, the World Cup’s measurable contribution to ad growth appears to be weakening, finds WARC Media in its latest global advertising trends study.

While the event is expected to inject $10.5bn into the ad market, advertisers are no longer competing within a single commercial surface but are having to engage with fans across diverse touchpoints beyond traditional broadcast rights.

Alex Brownsell, Head of Content, WARC Media, said: “This World Cup is no longer just about live matches—brands will engage with fans across touchpoints before, during and after matches have concluded. Media plans will include platforms that benefit from the conversation about the World Cup without the burden of bidding for rights – from creator content to podcasts, turning conversations around the games into powerful opportunities for connection and impact.”

WARC Media’s Global Ad Trends: FIFA World Cup 2026 report examines how the World Cup has become a high-visibility event whose commercial impact is increasingly fragmented.

Diminished advertising impact

The 2026 FIFA World Cup promises record-breaking global audiences and a $40.9 billion boost to global GDP, yet its direct impact on ad spend growth is diminishing. WARC Media forecasts show a modest $10.5 billion uplift into the global ad market during the quarter the event takes place, marking a 1.1% incremental gain versus the Qatar World Cup in 2022. In contrast, the 2018 World Cup in Russia drove a $12.6bn (+2.8%) ad market boost.

Annual advertising spend growth during World Cup years is inconsistent, driven more by broader economic cycles than tournament cycles. Even for host markets, the tournament does not guarantee market-level acceleration or outperformance.

In the US – where soccer competes with popular domestic sports – the World Cup’s effect on ad investment is modest and inconsistent. In most positive years, the impact has been between 0.4-1% of total ad spend.

Annual ad spend for Mexico, and a similar pattern is visible in Canada, shows no consistent pattern of acceleration in World Cup years. WARC Media’s forecast of approximately +4% for Mexico, is positive, but not exceptional for a host market.

Shifting audience consumption

Linear TV audiences are increasingly in decline as multiplatform consumption rises with expanded digital viewing. Qatar 2022 reached 2.87 billion people for at least one minute, yet linear reach fell 11.9% versus 2018. Multiplatform consumption rose as digital viewing expanded, particularly in China and India.

Audience fragmentation will be further highlighted during this upcoming tournament as attention shifts beyond the games to the conversations around games. TikTok has become a FIFA partner, and will show behind-the-scenes footage; YouTube, also a preferred platform, will stream live matches from media partners; while platforms such as Netflix are looking to monetise the conversation around the games through video podcasts.

While tournaments drive TV and OOH revenue, premium pricing often displaces regular advertisers, with gains reflecting spend redistribution rather than market expansion.

Football remains the world’s most popular sport, with 51% of global respondents identifying as fans. During Qatar 2022 viewing levels were highest in Africa, Latin America, and MENA, with engagement far above global averages, while Europe’s largest audiences are concentrated in the UK and Germany.

In the US, 37% of Americans expect their interest in football to increase over the next 18 months, supporting positive momentum ahead of the 2026 World Cup.

Category opportunities beckon from late-night kick-off times

With many FIFA World Cup 2026 matches airing outside peak viewing hours in Europe, the Middle East, and Asia, live broadcast advertising opportunities may be limited. In WesternEurope, less than half (42.3%) of games will take place during daytime hours, dropping to just over a third (34.6%) in China.

However, this late-night schedule may yield new opportunities for non-rights holders to capitalise on curated World Cup content with highlights and commentary like podcasts, social media, and publishing.

It also presents unique opportunities for brands in restricted categories such as quick-service food delivery in the UK, where high fat sugar and salt ads are now subject to restrictions on pre-9pm airing.

WARC Media subscribers can read the report in full. A WARC podcast on the findings outlined in the report will be available from 31 March.

Global Ad Trends, part of WARC Media, is a quarterly report which draws on WARC’s dataset of advertising and media intelligence to take a holistic view on current industry developments.

 

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