Leading media relations consultancy for Africa and the Middle East, today August 14 announced a strategic alliance with Kwesé TV’s sports , content platform Kwesé Sports one of Africa’s most trusted source for sports programming, aimed at developing the reputation and image of African rugby on a global scale.

As part of the new deal Kwesé Sports, the exclusive rights-holder for both TV and all digital platforms of Rugby Africa’s games in sub-Saharan Africa, will enjoy unlimited use of APO Group’s Africa Wire® press release distribution service  and media relations expertise to further boost rugby media coverage in Africa and beyond.

In return, APO Group, the exclusive global sponsorship agency of Rugby Africa – World Rugby’s African association – will provide sponsors with increased exposure by including Kwesé Sports’ TV and digital assets in sponsorship programmes.

The overall goal is enhanced visibility and brand equity for rugby in Africa as it continues its upwards trajectory and supports brands in deepening engagement with African rugby fans.


Kwesé is today the only broadcaster to provide unrestricted sports coverage in sub-Saharan Africa through its free-to-air platform Kwesé Free Sports. Through its pan-African reach, world-class digital platform KweseESPN.com, Kwesé YouTube channel and the Kwesé iflix mobile app, Kwesé is uniquely placed to deliver rugby content to fans wherever they are.

Rugby Fans at Rugby Africa Gold Cup 2018

Rugby is the fastest-growing sports on the continent, and 2018 is an important year with the World Cup in Japan just around the corner, so this strategic alliance couldn’t be better timed. By teaming up, APO Group and Kwesé Sports will be able to use their peerless reach and media networks to further raise African rugby’s international standing and bring the game to new audiences in Africa and around the world.

The 2018 edition of the iconic Africa Gold Cup doubles as a qualifying tournament for the Rugby World Cup with the winner guaranteed a spot in Japan.

All 15 matches of the Africa Gold Cup are being broadcast live on Kwesé Sports and streamed on Facebook, reaching a potential audience of over 15 million people in 20 African countries.