At 26, Bbosa Ibrahim Siibi is combining radio, television and social media to reach a new generation of sports fans

Kampala, Uganda | THE INDEPENDENT | As Uganda’s media industry shifts from the studio to the smartphone, a 26-year-old sports journalist is trying to work across both worlds.

Bbosa Ibrahim Siibi, born on 30 March 2000, is a sports journalist, radio and television presenter and the founder of Xavi Sports Media, a digital platform that delivers sports news, analysis and interviews to audiences on social media.

Bbosa holds a Bachelor's degree in Journalism and Media Studies, training that covered news reporting, media production, communication and broadcasting. He has applied it mainly to football, the sport he follows most closely, through match analysis, studio discussions and news coverage.

His work spans traditional and digital platforms. On radio and television he presents sports content, while online he publishes through Xavi Sports Media, which he set up to bring sports conversation closer to audiences wherever they are.

The platform is active on Facebook, X (formerly Twitter) and YouTube under the name Xavi Sports Media. On TikTok it appears as Xavi Sports Media 2. Bbosa says the aim is to give fans informative and entertaining content while keeping them connected to developments in the sporting world.

His approach reflects a wider trend. Across Uganda, young journalists are building audiences directly on social platforms, often alongside jobs in mainstream media, as fans increasingly follow matches and debates online.

Bbosa says his ambition is to grow his broadcasting career, expand Xavi Sports Media’s reach and join the respected voices in Uganda’s sports media. He also hopes to inspire the next generation of sports journalists.

“For me, sports journalism is more than a profession,” he says