Afanti Media CEO becomes Wales Air Ambulance Business Ambassador

Daniel Bevan - Editor

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The co-founder and CEO of independent production company Afanti Media has been appointed a Business Ambassador for the Wales Air Ambulance Charity.

Emyr Afan, who launched the company alongside his wife Mair Davies in 1997, will take on the ambassadorial role as the lifesaving service celebrates its 25th anniversary.

The charity has carried out more than 56,000 missions since its first flight on 1 March 2001 and continues to rely heavily on fundraising to sustain its operations.

Afanti Media has built a strong reputation for producing content for major broadcasters including the BBC, ITV, Channel 4, Channel 5 and Sky, while Afan himself has received a string of accolades in recent years.

He was awarded an OBE in 2024 for services to media and music and was named Entrepreneur of the Year at the Cardiff Business Awards, having also secured both Cardiff Business of the Year and Creative Business of the Year in 2023.

Afan said: “I feel deeply honoured to be involved with Wales Air Ambulance.

“We need to celebrate what Wales has to offer, and Wales Air Ambulance is a big part of that success story. Whatever skills and contacts I have, I will use them to my fullest capabilities to help elevate the Charity.”

His appointment comes at a time when the charity must raise £13m annually to keep its helicopters operational and rapid response vehicles on the road, a challenge Afan acknowledged as he pledged his support.

“Fundraising, building a service at the quality level it operates at and the provision that is there, is hard work!

“The Charity must raise an extraordinary amount to keep going. People like me should be giving up our time to do what we can to help support.

“Wales Air Ambulance is in the mix with the best global brands to come out of Wales, emanating excellence.”