Shure Strengthens Its Presence in Africa Through Strategic Partnership with Hub Media

Dubai: Merit MEA – News Desk

Shure has announced the appointment of Hub Media as its authorized distributor across African markets, in a move aimed at expanding access to professional audio solutions throughout the continent.

This appointment comes at a time when African markets continue to invest in more efficient educational and communication environments. According to estimates by UNESCO, the number of African youth completing secondary or higher education is expected to rise from 103 million in 2020 to 240 million by 2040. This reflects a growing demand for more connected and effective learning spaces across the continent. Through Hub Media’s regional presence and distribution capabilities, Shure’s product portfolio will become more widely available in African markets, enabling customers to benefit from improved product access, technical support, and training services.

Olga Elena, Sales Leader at Hub Media, said: “This partnership combines Shure’s global expertise in audio technology with Hub Media’s strong regional market presence. Our focus will be on making Shure’s product portfolio more accessible across Africa, while supporting partners and end users through essential services, training, and on-the-ground technical guidance.”

The partnership is expected to support customers across multiple sectors, including corporate, education, government, broadcast, houses of worship, live events, and musical instrument retail channels, where demand for reliable audio performance and specialized local support continues to grow.

This move also aligns with ongoing momentum in key regional markets. According to forecasts from PwC’s Africa Entertainment and Media Outlook 2025–2029 report, compound annual growth rates are projected at 7.2% in Nigeria and 5.2% in Kenya through 2029, reflecting sustained expansion in media and content environments across West and East Africa. In addition to distribution, the partnership will include solution design support, system configuration, technical consultancy, partner training, and after-sales services, helping customers deploy Shure solutions with greater confidence and alignment to local market needs.

Yassine Mannaï, Associate Sales Director for the Middle East and Africa at Shure, added:
“As demand continues to evolve across Africa, it is increasingly important for customers to have access to the right technology alongside the support needed to use it effectively. Our partnership with Hub Media reflects this direction, enabling us to enhance product availability, expand technical engagement, and strengthen customer support across key markets.”

This step underscores Shure’s broader focus in the Middle East and Africa on strengthening its channel network and building a foundation for long-term, sustainable growth in key markets.