SportsCast Africa is expanding its reach across sub-Saharan Africa through a new distribution partnership with Hisense, making the 24/7 free-to-air sports channel available directly on Hisense Smart TVs through the VIDAA operating system.
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The integration gives SportsCast Africa a more direct route to viewers through a platform already used to watch television and other free channels, reducing the steps required to access its content.
Expanding connected-TV distribution
The Hisense launch strengthens SportsCast Africa's presence in the connected-TV market, with the company saying Hisense devices already account for the majority of its connected-TV viewing.
Making the channel natively available on the platform is intended to simplify discovery and access. SportsCast Africa appears in the on-screen channel guide alongside other free channels, complete with programme information and artwork.
Operated by Broadsmart, the partnership provides an opportunity to build its audience through an established television ecosystem, while offering Hisense users additional sports content without the cost or friction associated with subscription services and separate applications.
“Partnering with Hisense, a market leader in the region and a brand that takes a genuinely innovative approach to working with content providers, puts SportsCast Africa where African sports fans already are,” says Yokow Quansah, managing director of Broadsmart.
“Our promise is simple: great sport, whenever and wherever you want it, free and with nothing to install. This is a meaningful step in building a genuinely free sports service for African viewers.”
A round-the-clock sports schedule
SportsCast Africa broadcasts throughout the day, covering African and international football, motorsport, basketball, rugby, tennis and other sporting events.
Its regular programming includes Football Daily, Soccer Highlights and SportsWrap for football audiences, alongside Pole Position for motorsport, Slam Dunk for basketball and Cross Court for tennis. Live matches and events are added to the schedule throughout the year.
The channel's free-to-air model positions it as an alternative for viewers looking for sports coverage without committing to a paid television package or streaming subscription.
SportsCast Africa will continue to operate across its existing distribution platforms as it expands its presence on connected-TV and free ad-supported streaming television (FAST) services in the region.
Hisense marks 30 years in South Africa
The partnership coincides with Hisense South Africa's 30th anniversary. Since entering the local market in 1996, the electronics brand has expanded from an importer into a local manufacturer.
The addition of SportsCast Africa gives the company's connected-TV offering another free content option, with the partnership also framed as a way to recognise the role Hisense televisions have played in South African households.
“For 30 years, South Africans have welcomed Hisense into their homes, and we don't take that loyalty for granted,” says Luna Nortje, deputy general manager of Hisense South Africa.
“Bringing SportsCast Africa to every Hisense Smart TV, free and with nothing to install, is our way of saying thank you. It means the people who have supported us can enjoy the sport they love without paying extra for it.”
The launch reflects a broader opportunity for broadcasters and content owners to reach audiences through connected televisions, where platform integrations can make free, ad-supported programming easier to find and access.
For SportsCast Africa, the Hisense partnership adds distribution through a major television platform in its core market, supporting its push to build a free, accessible sports service for viewers across the continent.
The channel is available at channel 5208 on the Hisense Channels platform. Viewers can access its sports news, highlights and live events without a subscription, sign-in or additional app download, provided their television is connected to the internet.
