CANAL+ Rwanda unveils ‘Beyond Sport Campaign’ to expand customer entertainment

CANAL+ Rwanda is expanding its pitch to Rwandan audiences beyond the football pitch with the launch of its “Beyond Sport” campaign, bringing together premium international sports, blockbuster films, popular series and an expanding slate of local productions.

The initiative is aimed at giving subscribers more value from their packages while positioning CANAL+ as a broader entertainment platform for the entire household, at a time when Rwanda’s pay-TV and digital entertainment market is becoming increasingly competitive.

The campaign reflects CANAL+ Rwanda’s broader strategy of showing customers that the platform offers much more than football.

From September 1 to 30, subscribers can benefit from a promotional offer that allows them to access additional channels when they renew their existing subscription package.

During the event, CANAL+ Rwanda welcomed back Abizera Aimé as its Managing Director, with the executive pledging to strengthen the company’s services and deepen its relationship with customers across the country.

Speaking to the media, Abizera said his priority would be to work with the CANAL+ Rwanda team to improve the customer experience and ensure subscribers receive greater value from their subscriptions.

“I was very surprised to see you compare me with Zidane,” Abizera said, referring to the use of French football icon Zinedine Zidane in the campaign welcoming him back. “What I will do is make us even happier and, above all, make our customers happier.”

The Zidane reference was symbolic.

The legendary French midfielder is returning to the spotlight as head coach of France, while Abizera is also taking on renewed leadership responsibilities at CANAL+ Rwanda.

For Rwandan sports fans, CANAL+ remains a major destination for international competitions. Its programming includes some of Europe’s biggest football leagues, including the Premier League, LaLiga, Bundesliga and Ligue 1, alongside Formula 1, tennis, rugby, golf and other sporting events.

The company is also bringing international and African competitions closer to Rwandan audiences, including basketball through the Basketball Africa League, cycling events such as the Tour du Rwanda, and a range of other sporting disciplines.

However, CANAL+ Rwanda’s “Beyond Sport” message is designed to appeal to audiences who may not be sports enthusiasts. Subscribers can also access movies, drama series, children's programmes and entertainment shows across different channels.

Local content is becoming an increasingly important part of that offering. From October 2026, ZACU TV is expected to broadcast “Ibishoboka Byose,” a new series associated with popular Rwandan actor and comedian Gratien Niyitegeka, widely known as Papa Sava.

The channel will also feature “The Thread,” starring recognised Rwandan actors including Willy Ndahiro.

Meanwhile, Novelas TV is scheduled to add “Liaisons Interdites” from September 12 and “Apollo Has Fallen” from September 14.

The campaign ultimately positions CANAL+ Rwanda as more than a sports broadcaster.

With its combination of premium international sport, African and Rwandan productions, movies, series and family programming, the company is seeking to make its subscription relevant to the whole household.