The African Union of Broadcasting (AUB) is preparing to address the growing financial challenges associated with sports broadcasting rights during its 17th General Assembly, scheduled for April 14–17, 2026, in Banjul.
This critical summit marks AUB’s 20th anniversary and will bring together media leaders, government representatives, and sports organisations from across the continent.
With the theme “AUB, 20 Years Serving African Media: Heritage, Innovation, and Transformation,” the assembly will specifically address the rampant “mercantilist abuses” and high fees that hinder African audiences from enjoying major sporting events.
Grégoire Ndjaka, the Director General, highlighted that the current pricing model is becoming unmanageable for many broadcasters, both public and private.
In addition to the focus on sports rights, the four-day event will explore new funding strategies for African media and the complexities of digital transformation.
The summit will feature the AUB Media Awards, a gala celebrating excellence in the industry and raising funds for the AUB Foundation Against Cancer.
