ABSTRACT
There is ample literature on transnational broadcasting, including the broadcasting of European football in Africa. Presently, transnational broadcasters such as CanalSat Horizons, Supersport TV, TV5 and Kwese Sports dominate sports broadcasting across the continent. The effect is numerous, including declining viewership for local free-to-air television, increasing migration of African footballers to Europe and Asia, and the decline of stadium spectatorship as fans relocate to bars and restaurants to watch European football. This chapter discusses this phenomenon and traces its genesis, including the emergence of satellite television and liberalization of the broadcast industry on the continent. Importantly, it also discusses how this phenomenon is resisted by local broadcasters, through an umbrella group African Union of Broadcasters, who have won some negotiated concessions. Finally, it discusses problems and solutions to marketing local African football. These solutions include increased cooperation among free-to-air stations in Africa, the development of aggressively marketed local leagues and clubs, and the encouragement of a pro-African sports network.
