"Inside Africa\u2019s $12bn Sports Market"

" Inside Africa\u2019s $12bn Sports Market \r\n\r\n Africa\u2019s sports economy is no longer just about talent exports. The sector is growing into a robust industry attracting record investment from global brands, betting firms, and governments alike. \r\n\r\n Bonface Orucho, bird story agency \r\n\r\nA surge in commercial partnerships, rising domestic investment, and growing audiences are driving noticeable growth in sports economies in several African countries. Beyond being a stage where star athletes are sourced, Africa is rapidly becoming a platform for sports tourism, investment, and innovation. The African sports market is now estimated at US$12 billion, according to consulting firm Oliver Wyman, with projections showing it could surpass US$20 billion by 2035, driven by rising sponsorship, media rights, and event revenues.\r\n\r\n\u201cThere is a clear shift towards business-focused sporting activities,\u201d said Herman Okindo, a Nairobi-based sports journalist and sports merchandise investor. \u201cEven at the grassroots, we are seeing corporates from businesses, betting companies, and others channelling resources into the sports economy,\u201d he shared in a call.\r\n\r\nNotably, Africa\u2019s sports economy is matching the global sports economy, but Africa\u2019s growth stands out for its youthful demographic, with over 40% of the world\u2019s youth expected to live in Africa within five years, according to the UN. That demographic dividend translates into the world\u2019s most dynamic fan base. The ASCI Strength in Numbers report notes that over 225 million amateur footballers play across Africa, feeding a vast participation and audience pipeline that brands are eager to reach.\r\n\r\nThe potential of Africa\u2019s sports economy is best evidenced in countries like Rwanda, which is aggressively pursuing business opportunities in the global sports sector. This week, the Rwanda Development Board (RDB), through its tourism arm Visit Rwanda, unveiled new multi-year sponsorships with the LA Clippers in the NBA and the Los Angeles Rams in the NFL, marking the first time an African tourism brand has simultaneously partnered with top-tier American basketball and football franchises.\r\n\r\n \r\n\r\nThe deal gives Visit Rwanda exclusive jersey patch rights with the Clippers and official sponsorship status with the Rams, SoFi Stadium, and Hollywood Park. It also includes entitlement rights to two premium spaces inside SoFi Stadium, alongside digital branding on the venue\u2019s massive Infinity Screen and LED displays during games.\r\n\r\n\u201cThis engagement enables us to export Rwanda\u2019s unrivalled natural beauty and extraordinary biodiversity to the people of Los Angeles as well as NBA and NFL fans everywhere,\u201d according to Jean-Guy Afrika, CEO of the Rwanda Development Board.\r\n\r\nThe partnerships will go beyond branding. In collaboration with the Clippers, Visit Rwanda will fund the refurbishment of a basketball court in Kigali, support youth coaching clinics, and exchange expertise between the Clippers\u2019 G League affiliate in San Diego and Rwandan coaches. It\u2019s a strategy that builds on Rwanda\u2019s growing sports diplomacy portfolio, which already includes Arsenal, Paris Saint-Germain (PSG), and Atl\u00e9tico de Madrid, as well as an academy partnership with FC Bayern Munich. For Rwanda, sport has become a national marketing tool, one that positions the country as a stable, dynamic investment hub. It is also a soft-power strategy that connects African identity to global excellence.\r\n\r\n\u201cWe\u2019ve seen the energy that has brought the league to Rwanda,\u201d said Gillian Zucker, CEO of Halo Sports and Entertainment, which oversees the Clippers. \u201cThis sponsorship is a natural fit, one focused on growing the game and creating opportunities for young people.\u201d\r\n\r\nRwanda\u2019s visibility play is timed well. The sports sponsorship market was estimated at US$97.35 billion in 2023. The industry is projected to grow at a compound annual growth rate of 8.68% until 2030, reaching a value of almost US$190 billion according to Statista.\r\n\r\nYet Africa accounts for barely 1% of global sponsorship spending, suggesting massive headroom for growth, according to the ASCI Strength in Numbers study. African teams, leagues, and cities are increasingly part of that equation, with new deals linking domestic competitions to global capital flows.\r\n\r\nThe Basketball Africa League (BAL), now in its fifth season, is a prime example. The league, a joint initiative between the NBA and FIBA, reported record attendance of 111,000 fans across its 2025 group phases and 2.7 million YouTube views, underscoring Africa\u2019s growing audience power. That visibility is changing sponsorship math. In 2010, fewer than 15% of African leagues had title sponsors. Today, the figure exceeds 70%, according to PwC\u2019s 2025 Africa Sports Outlook. Corporate investment, once concentrated in football, is spreading into basketball, athletics, motorsport, and women\u2019s football.\r\n\r\nInfrastructure spending is following suit. Africa now boasts more than 109 stadiums with capacities above 30,000, while landmark investments such as the US$257 million Abidjan Alassane Ouattara Stadium, US$270 million Dakar Arena, and Rwanda\u2019s US$165 million Amahoro upgrade show how governments are betting on sport as an economic growth lever.\r\n\r\nThe emergence of betting operators as headline sponsors has accelerated this shift. In September, Paris Saint-Germain renewed its partnership with global betting firm 1xBet, extending the deal through 2028. The brand remains PSG\u2019s official betting partner across Asia, Africa, and select international territories, with LED and 3D carpet visibility during broadcasts and joint digital activations.\r\n\r\n\u201cWe are delighted to extend our partnership with 1xBet,\u201d said Richard Heaselgrave, PSG\u2019s Chief Revenue Officer. \u201cTogether, we have already achieved remarkable milestones, and this renewed agreement will allow us to further engage our worldwide fan base.\u201d\r\n\r\nAcross Africa, betting firms are now among the biggest funders of local sport. The Nigerian company betPawa has emerged as a major investor in national leagues. In 2024, the firm injected \u20a6494 million (US$350,000) into the Nigeria National League (NNL), introducing a \u201cLocker Room Bonus\u201d system that pays \u20a656,000 to each player and staff member of every winning team.\r\n\r\nThe model is designed to ensure cash reaches athletes directly while sustaining league operations. Similar structures have since appeared in Uganda, Kenya, and Tanzania, where betPawa also sponsors women\u2019s football.\r\n\r\n\u201cThese grassroots investments are critical because sponsorship spending in Africa remains small relative to global benchmarks,\u201d Okindo explained.\r\n\r\nEstimates show that African sports sponsorship spend averaged US$1.3 billion in 2024, compared to US$21 billion in Europe and US$19 billion in North America. But growth is steep, with double-digit increases projected through 2030, driven by domestic brands and state-backed marketing budgets, according to the PwC report.\r\n\r\nTourism boards are a big part of this momentum. Beyond Rwanda, South Africa\u2019s \u201cSho\u2019t Left\u201d and Kenya\u2019s \u201cMagical Kenya\u201d have sponsored motorsport, rugby, and marathons, linking destination marketing to sport-based storytelling. The difference with Rwanda\u2019s new deals lies in scale and continuity. The Los Angeles partnerships mark the first time an African tourism brand has entered both the NBA and NFL, leagues with combined annual audiences exceeding 1.2 billion across digital and broadcast platforms.\r\n\r\nAt SoFi Stadium alone, Visit Rwanda will have permanent branding exposure at events expected to draw more than 70,000 fans per game, plus global broadcast reach. The combined marketing value, according to U.S. sponsorship analytics firm SponsorPulse, could exceed US$20 million per season in equivalent exposure.\r\n\r\nThe long-term play is tourism growth. Rwanda\u2019s international visitor arrivals have rebounded strongly since the pandemic, climbing to 1.4 million in 2024, with receipts of US$620 million, according to the RDB. Officials expect the Los Angeles activations to drive new U.S. tourist flows and raise Rwanda\u2019s brand equity among American investors. However, according to Okindo, Africa\u2019s maturing sports economy now needs stronger auditing and accountability frameworks.\r\n\r\n\u201cTransparent revenue-sharing models, third-party monitoring, and local reinvestment plans will be essential to ensure the new money builds long-term value rather than temporary visibility.\u201d\r\n\r\n\u201cRwanda\u2019s approach, pairing branding with coaching exchanges and youth engagement, may offer a template. But scaling it continent-wide will require coordination among federations, regulators, and investors.\u201d\r\n\r\nThe African sports audience is projected to exceed 800 million by 2030, and with global broadcasters investing heavily in African content, the next five years could define how sustainable the continent\u2019s sports boom becomes.\r\n\r\n bird story agency \r\n\r\n "

"Inside Africa\u2019s $12bn Sports Market"

COCOBOD Introduces Revised Reward Scheme to Combat Cocoa SmugglingAMP

“We Will Not Just Attend the World Cup, We Aim to Make an Impact” – Kofi AdamsAMP

Senegal and Ivory Coast Eye World Cup QualificationAMP

Senegal and Ivory Coast Eye World Cup QualificationAMP

TEWU Demands 50% Base Pay Increase Ahead of Salary NegotiationsAMP

Businesses Missing the Point of Customer Service Week, Says Jerry HalmAMP

US Leads the World for Women Entrepreneurs – But Ranks Only 8th OverallAMP

How Nigeria Can Sustain Naira Stability – World BankAMP

Africa’s Top Cocoa Producer Raises Farmers’ Hopes With Historic Price HikeAMP

Inside Africa’s $12bn Sports MarketAMP

COCOBOD Introduces Revised Reward Scheme to Combat Cocoa SmugglingAMP

“We Will Not Just Attend the World Cup, We Aim to Make an Impact” – Kofi AdamsAMP

Senegal and Ivory Coast Eye World Cup QualificationAMP

TEWU Demands 50% Base Pay Increase Ahead of Salary NegotiationsAMP