Jodana Sports Management and Rotterdam-based NON-STOP4U Marketing Agency are seeking to expand their presence in international sports broadcasting after making an encouraging debut with the distribution of the CAF Confederation Cup clash between Rwanda’s APR FC and Egypt’s Zamalek SC.
The partnership reportedly reached an estimated 22 million viewers across Egypt and the Middle East, providing an early boost to the companies’ ambitions of connecting African football with wider international audiences.
Jodana chief executive officer Dan Ntale revealed that the two companies secured the broadcasting and distribution rights to the first-leg encounter before selling them to Egypt’s On Sport channel.
“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.
Played at Amahoro Stadium in Kigali on Friday, October 16, 2026, the match ended in a 1–0 victory for Zamalek, leaving APR with a deficit to overturn in the return leg in Cairo on October 24.
Beyond the reported audience figures, the deal signals a broader commercial ambition for the two partners, who intend to use broadcasting, marketing and content distribution to create new opportunities for African football properties.
NON-STOP4U, based in Rotterdam, the Netherlands, specialises in sports marketing, recreation, public relations and entertainment.
Its collaboration with Jodana is expected to facilitate access to international markets while strengthening the commercial visibility of African clubs and players.
Ntale, who is also involved in player representation, believes the initiative could help expose African football talent to wider audiences and attract potential commercial partnerships.
The partnership is already preparing for its next assignment after securing 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, offering the companies an opportunity to extend their reach into new territories.
Although APR’s continental campaign remains on the line ahead of the return leg, the reported viewership figures provide an encouraging starting point for Jodana and NON-STOP4U as they pursue further international broadcasting and distribution opportunities.
