Africa has long been recognised as a powerhouse of sporting talent. Today, however, the opportunity extends far beyond the field of play. As investment accelerates across infrastructure, media, technology, tourism and major sporting events, sport is emerging as a strategic economic sector capable of attracting capital, creating jobs, strengthening regional integration and driving sustainable economic growth.
According to the World Economic Forum, the global sports economy is now valued at approximately USD 2.3 trillion, representing close to 2% of global GDP, and is projected to grow to USD 3.7 trillion by 2030 as investment accelerates across media, technology, sporting goods, tourism and major sporting events.
Africa is well positioned to capture a share of this growth. According to Oliver Wyman, the continent’s sports economy is currently valued at approximately USD 12 billion and is projected to exceed USD 20 billion by 2035, driven by rising sponsorship, media rights, sports tourism and major events. Coupled with a population in which more than 60% are under the age of 25 (United Nations), Africa possesses one of the world’s youngest talent pools and fastest-growing consumer markets, creating a strong foundation for a vibrant and competitive sports economy.
Momentum is also building across the continent. Morocco is preparing to co-host the 2030 FIFA World Cup, Senegal will host the 2026 Summer Youth Olympic Games, the first Olympic event to be held in Africa, and the NBA is set to stage its first regular-season game on African soil in 2027. Together, these milestones reflect Africa’s growing prominence in the global sports landscape and the increasing recognition of sport as a catalyst for investment, infrastructure development and economic growth.
We explore how these trends are reshaping Africa’s sports economy, and why the continent’s next sporting success may ultimately be measured not only by trophies won, but by the economic value it creates.
From Talent Exporter to Value Creator
Africa has consistently produced some of the world’s finest sporting talent. Footballers from Côte d’Ivoire, Ghana, Morocco, Nigeria and Senegal compete at the highest levels of global football, while athletes continue to dominate international distance running. Across basketball, rugby and other sports, African athletes are increasingly shaping global competitions.
Yet while Africa consistently exports world-class talent, much of the industry’s commercial value continues to accrue elsewhere. Broadcasting revenues, merchandising, sponsorship agreements, sports science, athlete representation, licensing and intellectual property remain concentrated in more established sporting markets.
“The direction of travel in African sports is overall positive. We are seeing stronger governance, increased commercialisation, bigger broadcasting deals and prize money, particularly in men and women’s football and in basketball. The private sector is also increasing its investment into elite academies and sports entrepreneurship. However, Africa is starting from a low base in terms of the business of sports and we have a long journey ahead. The right policies and frameworks remain vital to supporting this growth.” — Aisha Abdallah, Partner & Head of Dispute Resolution, Kenya
Increasingly, the conversation is shifting from exporting athletes to building sports businesses. From athlete management agencies and merchandising to digital content, sports technology and local competitions, African markets have an opportunity to participate more meaningfully in the global sports economy rather than supplying talent alone.
Infrastructure Beyond the Stadium
Modern sports economies depend on an interconnected network of transport systems, airports, hotels, digital connectivity, training academies, sports science centres, broadcasting facilities and mixed-use developments. Together, these investments create economic activity long before and long after tournaments have ended.
According to the African Development Bank, infrastructure remains one of the continent’s most important enablers of economic growth and private investment. When aligned with broader urban development strategies, sporting infrastructure can support tourism, hospitality, logistics, construction and local enterprise while strengthening the attractiveness of cities as business and investment destinations.
Morocco, which recently hosted the 2026 AFCON, provides one of the clearest examples. Preparations for the 2030 FIFA World Cup are driving significant investment in stadium upgrades, transport corridors, airports and hospitality infrastructure designed not only to host the tournament but to strengthen the country’s long-term competitiveness. Likewise, Côte d’Ivoire’s hosting of the 2023 AFCON accelerated infrastructure delivery while showcasing investment opportunities to global audiences.
The economic impact extends well beyond host countries. According to UN Tourism, sports tourism accounts for approximately 10% of global tourism expenditure and is growing at an estimated 17.5% annually, making it one of the fastest-growing segments of the global travel industry. For African economies investing in sporting events and modern infrastructure, this presents an opportunity to generate long-term returns across hospitality, aviation, retail, real estate and urban development.
“Sports infrastructure should be viewed as national economic infrastructure. Well-planned investments create lasting value by supporting tourism, improving connectivity, attracting private capital and generating employment across multiple sectors. To unlock this potential, African governments must seize the moment and take the lead in instituting the right policy and legal frameworks to attract private investment in sports infrastructure. The stadium may host the event, but the surrounding ecosystem is what delivers the long-term economic transformation.” — Mekdes Mezgebu, Partner, Ethiopia
Increasingly, African governments are recognising that successful sporting events should not be measured solely by attendance figures or tournament outcomes, but by the infrastructure, investment and commercial opportunities they leave behind.
Technology, Media and New Revenue Streams
Technology is fundamentally reshaping the business of sport. From artificial intelligence and performance analytics to wearable technologies, streaming platforms, and digital fan engagement, innovation is changing how sport is played, managed, consumed, and commercialised. For Africa’s rapidly growing digital population, these technologies are opening new opportunities for leagues, clubs, athletes, broadcasters, and technology companies alike.
The commercial landscape is being transformed most visibly through media rights. According to PwC, global sports media rights generate well over USD 50 billion annually, while streaming platforms continue to redefine how audiences access live sport. As internet penetration and smartphone adoption continue to expand across Africa, local leagues and sporting organisations have an opportunity to grow revenues through digital broadcasting, subscription services, direct-to-consumer content, and fan engagement platforms.
The rise of digital platforms is also enabling African athletes to build global personal brands beyond competition. Social media, e-commerce, sponsorships, and digital content creation are allowing sports personalities to engage directly with audiences while creating new commercial opportunities for brands, advertisers, and investors.
“Technology is redefining the commercial landscape of sport. Data, artificial intelligence, streaming platforms, and digital fan engagement are creating entirely new revenue models. For African markets, the opportunity lies in building digital ecosystems that allow local leagues, clubs, athletes, and businesses to participate more meaningfully in this value creation.” — Chukwuka Ikwuazom, Partner, Nigeria
For Africa, the opportunity is not simply to consume global sporting content, but to create, commercialise, and export it.
Investment, Governance and Building Investor Confidence
As Africa’s sports economy matures, governance will become just as important as investment.
Across global markets, institutional investors, private equity firms, sovereign wealth funds, and multinational corporations are increasingly investing in sports infrastructure, professional clubs, sports technology, media rights, and major sporting events. Africa is beginning to attract similar interest, particularly as governments seek to diversify their economies and unlock new sources of growth.
Yet sustained investment depends on more than commercial opportunity alone.
“Investors require confidence that sporting institutions operate transparently, commercial rights are protected, contracts are enforceable, and disputes can be resolved efficiently. Intellectual property, sponsorship agreements, broadcasting rights, image rights, athlete contracts, competition regulations, and governance frameworks are becoming increasingly important as sport evolves into a multi-level commercial industry.” – Godwin Kakande, Partner, Uganda
This is particularly relevant as African leagues become more competitive, international investors expand their presence, and governments pursue public-private partnerships to finance sports infrastructure and major events. Strong governance not only protects investors but also strengthens the credibility and long-term sustainability of sporting institutions.
Increasingly, Africa’s competitive advantage will depend not only on producing exceptional athletes, but on creating the legal, regulatory, and commercial environments that allow sport to flourish as a sustainable industry.
Beyond the Game
Sport has long inspired communities, united nations and showcased excellence. Today, it is increasingly emerging as a catalyst for economic transformation.
Africa possesses many of the ingredients needed to build a globally competitive sports economy: internationally recognised talent, a young and dynamic population, expanding digital connectivity, growing regional markets and rising investor interest. The challenge now is to connect these strengths through strategic investment, modern infrastructure, technology and sound governance.
Ultimately, Africa’s greatest sporting achievement may not simply be producing the world’s next generation of champions. It may be building one of the continent’s next major investment frontiers, where infrastructure drives tourism, technology unlocks new markets, governance attracts capital, and sporting excellence translates into lasting economic growth.
Sources
Forbes Africa | Oliver Wyman | Mission 33 | Financial Fortune | World Economic Forum | PwC
