Stories of and from sporting activities initially confined to local areas or restricted to regional newspapers or community announcements have taken new forms and broken boundaries with technological advancement.

The emergence of contemporary media has given rise to strategically planned involvement in offering the key objectives of media practice-to inform, educate, entertain and now, engage on a larger scale.

This has entailed a transition to thorough, instantaneous and/or delayed reporting that surpasses geographical boundaries and on more platforms.

In its diverse manifestations, the media has become a powerful force in shaping the world of sports and youth aspiration.

By focussing on competition rules, doing positive stories on victories and condemning competition cheats, it goes beyond its traditional offerings into the sphere of character building and shaping societies by giving anomie deft blows.

In this vein, it plays a crucial role in facilitating communication, overcoming obstacles, emphasising the need to compete by the rules and promoting a feeling of togetherness among different populations and people.

For the all-round publicity, popularity, marketability, overall success and place in history of games and tourneys, effective media management is imperative in planning , actualization and review particularly in its three key phases- before, during and post event.

Effective media management provides the platform for first grade content, production, distribution, reputation and image management as well as building, forestalling crisis management or handling same where necessary, engaging stakeholders at several levels, motivating participants to aspire to higher heights by telling national, continental, Commonwealth, Olympic and world records.

Effective media management not only takes a sporting event to fans ,it brings them to an event both technologically, creating a convergence,an assembly without walls.

Developments in deploying media have opened fresh vistas of opportunity for many in the sports value chain, from the active sportsman and woman through the fans to organisers and sponsors.

Better integration into the Africa Games is imperative. That is what this paper espouses.