The African Union of Broadcasting (AUB) is gearing up for a pivotal moment in its journey, as it prepares for its 17th General Assembly. This significant gathering is set to unfold from April 14 to 17, 2026, in Banjul, and it promises to shine a spotlight on the pressing financial challenges related to sports broadcasting rights across the continent.
Celebrating its 20th anniversary, the assembly will convene a diverse array of participants, including media leaders, government representatives, and sports organizations from various corners of Africa. This confluence of minds aims to foster collaboration and address the key issues confronting African media today.
The theme for this year’s assembly, “AUB, 20 Years Serving African Media: Heritage, Innovation, and Transformation,” encapsulates the organization’s journey while addressing the future of media in Africa. A major focus will be on tackling the rampant “mercantilist abuses” and exorbitant fees that significantly impact the ability of African audiences to access major sporting events. These issues have become a pressing concern, as they inhibit the enjoyment of sports that are often celebrated across the continent.
Grégoire Ndjaka, the Director General of AUB, has highlighted the financial strain many broadcasters face under the current pricing model. As both public and private broadcasters struggle to keep up with rising costs, the assembly seeks to explore sustainable solutions that balance the needs of broadcasters with the interests of viewers.
The four-day event will not only delve into sports rights but will also examine innovative funding strategies for African media. As the landscape of media transforms rapidly, understanding the complexities of this digital transition becomes essential. Participants will have the opportunity to discuss how to harness digital tools to better serve audiences and generate revenue.
A highlight of the assembly will be the AUB Media Awards, a gala dedicated to celebrating excellence within the industry. This event will honor outstanding contributions from various media personnel while also serving a charitable purpose by raising funds for the AUB Foundation Against Cancer. Such initiatives underscore the AUB’s commitment not only to media integrity but also to broader social issues impacting the continent.
