The stories of innovation emerging from the continent clearly show how African countries are using music, sport, and entertainment to not only showcase African excellence but also to demonstrate to the world that the continent is ready for the investment needed to compete on the global stage.  At APO Group we work with some of the biggest sports and entertainment businesses on the continent, helping them meet their objectives and shaping positive African narratives. Often on-ground, at the heart of the action, we are able to capture the excitement, passion, and real-time reactions, allowing for the creation of compelling stories and authentic content that resonates with global audiences.