Unlocking Africa’s $20B+ Sports Economy - Catalyzing Investment . Scaling Opportunity . Powering Growth

Africa’s sports economy is emerging as a high-growth investment frontier, with projections indicating it could exceed $20 billion by 2035. The sector is expanding at an estimated 8% annually, outpacing many traditional industries and surpassing Sub-Saharan Africa’s average GDP growth rate of 3.8%.

This growth is supported by strong fundamentals, including a youthful and dynamic population, world-class sporting talent, rising demand for sportainment content, rapid digital transformation, and the growing recognition of sports as both an economic driver and an effective promotional platform.

Yet, despite its proven potential to drive job creation, enterprise growth, youth empowerment, tourism, urban infrastructure development, and the creative economy, Africa’s sports sector remains significantly undercapitalized.

It currently accounts for less than 1% of the continent’s GDP, well below the global average of 5%. In addition, Africa’s share of the global sports sponsorship market is under 2%, underscoring a compelling opportunity for increased investment.

Join us as we explore transformative strategies and practical solutions to close this gap and position Africa’s sports industry as a scalable, investable, and globally competitive sector.