By Kayiira Jackson
Jodana Sports Management, in partnership with Rotterdam-based NON-STOP4U Marketing Agency, has made a promising entry into sports broadcasting, marketing and distribution after securing the rights to televise the CAF Confederations Cup encounter between Rwanda’s APR FC and Egypt’s Zamalek SC.
According to Jodana Sports Management chief executive officer Dan Ntale, the match attracted an estimated 22 million viewers across Egypt and the Middle East, marking an encouraging start for the two companies as they seek to expand their footprint in the international sports business.
The match, played on Friday, October 16, 2026, at Amahoro Stadium in Kigali, saw Zamalek claim a 1–0 victory over APR in the first leg of the CAF Confederations Cup second preliminary round.
Ntale revealed that the companies sold the broadcasting rights to On Sport channel and the viewership figures indicating 19 million viewers in Egypt and another three million across the Middle East.
“We sold the rights to On Sport Channel and the viewership in Egypt was 19 million and three million in the Middle East. It’s a good start for us, and we believe we can expand beyond that level,” Ntale said.
The milestone represents the beginning of a broader commercial partnership between Jodana Sports Management and NON-STOP4U, an agency based in Rotterdam, the Netherlands, that specialises in sports marketing, recreation, public relations and entertainment.
Beyond broadcasting, the partnership aims to create opportunities to connect African football with international audiences and open new commercial avenues for clubs, players and other stakeholders in the game.
For Ntale, who is also involved in player representation, the venture could provide a platform for African footballers to gain greater international visibility and attract potential commercial partnerships.
The two companies are now looking to build on their debut through additional broadcasting and distribution projects.
Their next assignment will be the inaugural BASRA International Friendly Tournament 2026, for which they have secured broadcasting and distribution rights.
The tournament is expected to be broadcast live in Iraq, Lebanon and Palestine, extending the partnership’s reach into new markets and providing another opportunity to demonstrate its capacity to distribute football content across borders.
Meanwhile, APR face a demanding task in the return leg against Zamalek, scheduled for October 24, 2026, in Cairo, Egypt. The Rwandan side must overturn the first-leg deficit to keep their hopes of advancing to the next stage of Africa’s premier club competition alive.
While the sporting contest remains unresolved, the reported audience figures from the first leg offer an early indication of the commercial potential that African football properties can generate when supported by international broadcasting and distribution partnerships.