In a significant development, the African Union of Broadcasters (AUB) has announced its acquisition of an exclusive free-to-air license for a new 12-part documentary series highlighting the personal experiences of athletes preparing for the Los Angeles 2028 Olympic Games.
Titled “The Road to LA28,” this ambitious documentary is a joint effort by industry veterans: Dan Jawitz, the executive producer and co-founder of Know Associates Entertainment; Gary Rathbone, former head of SuperSport in Africa; and Jonny Cohen, who is known for his branding expertise with campaigns like Johnnie Walker’s ‘Keep Walking’ in Africa.
The creative team aims to create a compelling narrative representing one of the most extensive sports storytelling projects ever attempted on the African continent. Filming is scheduled to kick off during the Dakar 2026 Youth Olympic Games, and the series production will span two years. The final episodes are expected to air in May 2028, just before the Olympic Games.
With AUB confirmed as the distribution ally and Moonsport from Cape Town as the production collaborator, the team is well-equipped to proceed. Jawitz expressed, “I am deeply passionate about African art, culture, and sport. I have always aimed to ensure that Africans see themselves represented in diverse formats.”
The series promises to showcase a variety of athletes, including ‘gold protagonists’ who have a strong potential for medals, ‘silver stories’ featuring hopefuls and their support systems, and social portraits of those whose journeys may not end in victory. “The focus extends beyond the athletes; it’s about exploring their entire world,” Jawitz elaborated. “We hope this will inspire viewers to appreciate the broader narrative surrounding sports.”
Establishing partnerships with AUB and Moonsport has been a crucial step. “These alliances represent the foundational elements required for the production and dissemination of the series,” Jawitz noted. “Securing the African Union of Broadcasters as our distribution partner, alongside Moonsport—one of the world’s leading sports production companies—gives us incredible leverage to ensure high-quality content delivery.”
Jawitz emphasised the importance of collaborating with AUB. “We chose AUB because free-to-air television reaches the largest African audiences. Many individuals on our continent lack access to streaming services, so we aimed to make this series widely accessible to all, transforming it into an event for everyone.”
The series will air twice a week in prime time on AUB’s member channels for 12 weeks leading up to the Olympics. Furthermore, discussions are underway with numerous global streaming platforms for additional distribution options. Beyond broadcasting, the series plans to incorporate an e-commerce feature, showcasing merchandise designed by African artists. “Our goal is to create a distinctive brand for the series, enabling African artists to gain visibility through their designs on T-shirts and other merchandise,” expressed Jawitz.
Production will unfold across several nations, including South Africa, Nigeria, Kenya, Ethiopia, Senegal, and Botswana, representing a significant financial commitment, with Olympic archive rights contributing to the budget. “This is set to be one of the largest productions by Africans in Africa, spanning a production timeline of two and a half years,” Jawitz stated.
Despite the project’s ambitious scope, Jawitz believes its emotional core will resonate with audiences worldwide. “Africans share a profound pride in our continent, and although we showcase diverse cultures, we remain deeply connected,” he remarked. “Our intention is for the narratives we tell to touch viewers from Mali to Harare and Addis, allowing them to connect with the joys and struggles of each athlete’s journey.”
This focus on visibility aligns with the broader Olympic Movement. Kirsty Coventry of Zimbabwe served as the first African President of the International Olympic Committee, underscoring a pivotal moment for Africa in global sport. “The release of ‘The Road to LA28’ could truly alter the landscape,” Jawitz concluded.
