About SMA · Since 2014
African knowledge. International ambition.
Founded in 2014, Sports Media Africa helps rights holders, broadcasters, leagues, technology providers and brands navigate Africa’s fast-changing sports media markets.
Our perspective
Built for markets that don’t behave the same way
Across African markets, the same sports property can face very different broadcasting economics, connectivity, consumer access and commercial demands.
SMA works at that intersection, putting rights, production, distribution, technology and revenue plans together around what is viable on the ground.
What SMA delivers
Six areas of work, planned together
Rights packaging & distribution
Positioning and placing rights with broadcasters, telcos and platforms.
AI & remote production
Coverage models that make more fixtures affordable to film.
OTT & telco distribution
Mobile-first routes to fans, built around data and payment realities.
Commercial partnerships
Sponsorship and advertising packages brands can justify.
Fan-led media
Editorial and social programmes, informed by AFSOC 360.
Market entry
Local context and partners for international organisations.
How the pieces connect
From rights to revenue
Each stage depends on the one before it. A rights deal without affordable production or a route to fans rarely earns what it should.
- 01
Rights
What can be sold, where and to whom.
- 02
Production
Coverage that is affordable to make.
- 03
Distribution
Routes to the screens fans use.
- 04
Engagement
A relationship beyond match day.
- 05
Monetisation
Revenue from sponsors, advertisers and licensing.
Background
Since 2014
2014
Founded
Sports Media Africa established, focused on African sports media and rights.
Today
An integrated practice
Rights, production, distribution, fan media and commercial work handled together.
Next
Platforms and production technology
Practical production technology, wider distribution, and Sports Stream, currently in development.
We work with federations & leagues, broadcasters & telcos, technology businesses, brands & commercial partners, sports institutions & venues.
Leadership & market experience
Led from within African sports media
Themba Ndlwana
Managing Director
Themba Ndlwana has led Sports Media Africa as Managing Director since its founding in 2014.
His work centres on African sports media, rights distribution and business development, connecting rights holders, broadcasters and commercial partners across African markets.
- African sports media
- Rights distribution
- Business development
Start with a brief
Let’s talk about your next sports media opportunity.
Tell us about the property, the market and what you want to achieve. We’ll tell you where we can help.