By Spy Uganda
Joe Kigozi Academy (JKA), a leading sports and media consultancy firm, has announced a landmark, multi-dimensional partnership with StarTimes, one of Uganda’s most influential Pay TV operators. The collaboration is designed to drive innovation, boost content value, and strengthen the commercial ecosystem surrounding top sports properties across the African continent.
The agreement brings together StarTimes’ expansive broadcast platform and JKA’s expertise in sports commercialization and strategic media development, promising a new era for sports broadcasting in Uganda.
According to both parties, the partnership is anchored on three major focus areas:
1. Commercialization of Premium Sports Properties
The collaboration seeks to maximize commercial returns from high-value sports products, including the StarTimes Uganda Premier League (SUPL) and international football powerhouses such as the German Bundesliga and Spain’s La Liga.
2. Strategic Growth of Sanyuka Prime TV
JKA will play a central role in shaping the content direction and strategic development of Sanyuka Prime TV, reinforcing its position as a leading destination for sports and entertainment content in Uganda.
3. Enhanced Content & Rights Acquisition
The partnership aims to strengthen StarTimes’ competitive edge by acquiring premium sports content and broadcast rights, ensuring fans receive unmatched viewing experiences.
Leaders Speak Out On Landmark Collaboration
Speaking at the announcement, Joe Kigozi, Founder of Joe Kigozi Academy, said the partnership represents a significant breakthrough for Uganda’s sports media sector.
“This collaboration with StarTimes marks a pivotal moment for JKA and for sports media commercialization in Uganda. StarTimes is the undisputed platform for delivering premium sports to millions of homes. Our goal is to infuse our strategic expertise in content and commercialization to unlock unprecedented value for the clubs, the leagues, and most importantly, the fans.”
StarTimes executives Aldrine Nsubuga Snr (VP Marketing) and Keneth Kazooba (VP Finance & Content) welcomed the partnership, emphasizing JKA’s deep understanding of the local sports ecosystem.
“JKA, under Joe Kigozi’s leadership, has a deep, on-the-ground understanding of the Ugandan sports ecosystem. This partnership is a testament to our commitment to enriching our sports offering, especially the SUPL, and ensuring our subscribers receive the best content and commercial innovations.”
A Proven Track Record: The Influence of Joe Kigozi
The partnership is heavily reinforced by the extensive industry experience of Joe Kigozi, who has been instrumental in shaping Uganda’s sports media industry over the past decade.
His notable achievements include:
- Founding and establishing major media brands, including BBS TV, NBS Sport, and Sports TV.
- Transformational leadership at Next Media, where he served as Chief of Strategy, Deputy Group CEO, and General Manager of Sanyuka TV.
- Pioneering broadcast rights acquisition for over 15 local sports federations and major global events such as CAF competitions, the English Premier League, and the Olympic Games.
- Driving commercial success, particularly through securing MTN’s sponsorship of the SUPL.
This strong background underscores the strategic expertise JKA brings into the alliance.
With JKA’s specialization in sports commercialization, content strategy, sports marketing, and rights acquisition, the partnership is well-positioned to amplify StarTimes’ vision of market leadership and enhanced viewer value.
About Joe Kigozi Academy (JKA)
JKA is a specialized sports and media consultancy firm focused on elevating the commercial, strategic, and content value of sports organizations and media platforms in Uganda. Its client portfolio includes StarTimes, Next Media, Guiza, Valrich Arts, UPPC, KIA, and Kibuli SS.
About StarTimes
StarTimes is Uganda’s leading digital TV operator, serving over 13 million subscribers and 20 million terminals across the region. The platform offers a rich mix of sports, entertainment, and news channels, making it a dominant force in digital broadcasting.
