The Business of Events: Partnerships, Sponsorships, Brand Alignment & Media

from Africa Event Connect · host Projeni Pather

What does it take to build sports and entertainment platforms in Africa that truly last? In this episode of Africa Event Connect, Projeni Pather sits down with Lyndon Barends, CEO of Arena Holdings, to unpack the business of sustainability in events, the power of brand alignment, and why purpose-driven experiences win loyalty. From real-world case studies to future-focused insights, Lyndon shares hard-won leadership lessons and the keys to creating scalable, meaningful properties that connect audiences across the continent. If you’re in events, sponsorship, or media, this is your playbook for building impact that endures. YouTube · Spotify · Apple Podcasts

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This episode is 50 minutes long.

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This episode was published on November 6, 2025.

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