African Union of Broadcasters and Moonsport Board ‘Road to LA ’28’

The African Union of Broadcasters (AUB) has made a groundbreaking deal to secure exclusive free-to-air rights to “The Road to LA ’28,” a 12-part documentary series that will follow the personal journeys of African athletes as they prepare for the Los Angeles 2028 Olympic Games. This series, created by a team of experienced media professionals including Dan Jawitz, Gary Rathbone, and Jonny Cohen, is set to be one of the most ambitious sports storytelling projects ever undertaken on the continent.

Filming for “The Road to LA ’28” will kick off at the Dakar 2026 Youth Olympic Games and continue over the next two years, with the final episodes scheduled for delivery in May 2028 just before the Games begin. With AUB as the distribution partner and Moonsport as the production partner, the show now has the necessary infrastructure in place to move forward with confidence.

Executive producer Dan Jawitz expressed his passion for showcasing African art, culture, and sport through this project, emphasizing the importance of highlighting the stories beyond just the athletes themselves. The series will feature both “gold protagonists” who are likely to succeed at the Olympics, as well as “silver stories” of hopefuls and their support systems, along with more social portraits of athletes whose journeys may not lead to medals.

The decision to partner with AUB was strategic, as free-to-air television reaches the largest African audiences and ensures accessibility for viewers across the continent. Episodes of the series will air twice weekly in primetime leading up to the 2028 Olympics, with discussions underway for additional distribution through global streaming platforms.

In addition to the broadcast component, “The Road to LA ’28” will incorporate an e-commerce element featuring merchandise designed by African artists. This initiative aims to create an iconic brand for the series and provide visibility for talented artists across the continent.

Production for the series will take place in multiple countries, showcasing the diversity and talent of African athletes. Despite the significant financial investment required for such a large-scale production, the team is committed to creating a series that resonates with audiences and showcases the pride and unity of the African continent.

The project’s alignment with the Olympic movement, particularly through the leadership of Kirsty Coventry as the first African President of the International Olympic Committee, underscores the potential for Africa to shine on the global sports stage. With a focus on telling compelling and emotional stories that transcend borders, “The Road to LA ’28” is poised to be a game changer in the world of sports documentary filmmaking.