Jodana Sports Management, NON-STOP4U make broadcasting breakthrough with APR-Zamalek clash

By Emmanuel Sekago

Jodana Sports Management, in partnership with Rotterdam-based NON-STOP4U Marketing Agency, has made a promising entry into international sports broadcasting and distribution after securing the rights to televise the CAF Confederation Cup encounter between Rwanda’s APR FC and Egyptian giants Zamalek SC, with the match reportedly attracting 22 million viewers across Egypt and the Middle East.

According to Jodana Sports Management Chief Executive Officer Dan Ntale, the audience figures mark an encouraging start for the two partners as they seek to expand their presence in international sports marketing, broadcasting and content distribution.

The first-leg match, played on Friday, October 16, 2026, at Amahoro Stadium in Kigali, saw Zamalek claim a narrow 1-0 victory over APR in the second preliminary round of the CAF Confederation Cup.

Ntale revealed that the companies sold the broadcasting rights to Egypt’s On Sport channel, with reported viewership reaching 19 million in Egypt and a further 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 reported figures offer an encouraging early milestone for the partnership as it seeks to connect African football competitions with wider international audiences and unlock new commercial opportunities around the game.

NON-STOP4U, based in Rotterdam, the Netherlands, specialises in sports marketing, recreation, public relations and entertainment, while Jodana Sports Management is looking to build its footprint in broadcasting, marketing and distribution.

Beyond securing television rights, the partnership aims to create new opportunities for African clubs, players and other football stakeholders to reach international markets and attract commercial partnerships.

For Ntale, who is also involved in player representation, the venture could provide a platform for African footballers to gain greater international visibility, potentially increasing their exposure to clubs, sponsors and other industry players beyond the continent.

Building on their debut, the two companies have secured broadcasting and distribution rights for the inaugural BASRA International Friendly Tournament 2026.

The tournament is expected to be broadcast live in Iraq, Lebanon and Palestine, extending the partnership’s reach into additional markets and providing another opportunity to demonstrate its ability to distribute football content across borders.

The project signals the partners’ ambition to establish a broader portfolio of sports broadcasting and distribution opportunities, using international media networks to connect competitions with audiences in different regions.

If successful, the approach could help create new commercial pathways for African football properties while strengthening links between the continent’s sporting industry and international markets.

Meanwhile, APR FC face a demanding assignment in the return leg against Zamalek, scheduled for October 24, 2026, in Cairo, Egypt.

The Rwandan side must overturn the 1-0 first-leg deficit to keep their hopes of advancing in the CAF Confederation Cup alive, while Zamalek will seek to protect their advantage on home soil.

Although the sporting contest remains unresolved, the reported audience figures from the first leg provide an early indication of the potential commercial reach of African club football when supported by international broadcasting and distribution partnerships.

For Jodana Sports Management and NON-STOP4U, the APR-Zamalek encounter could therefore represent more than a broadcasting assignment: it is an opening step in an effort to build a sustainable presence in the international sports business.