Africa’s sports industry could become a major driver of jobs, investment and revenue, but continues to face key challenges, including limited commercial infrastructure, underdeveloped investment models and the retention of talent within the continent.
Experts say the sector will only scale if countries move beyond viewing sports as entertainment and instead develop structured, investable industries.
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This was emphasised on May 15 during a session at the Africa CEO Forum themed "Who will own Africa’s sports boom?”
"I think we have to make an investment case first. We spent many decades across the continent just recognising the incredible opportunity we have to build an industry around basketball,” Basketball Africa League (BAL) President Amadou Gallo Fall said.
"We started at grassroots, and we now have to establish a pathway from grassroots to elite, where young people are given an opportunity to access sport and develop within it.”
Fall said Africa must ensure athletes can build careers within the continent rather than leaving to succeed abroad.
"When we launched BAL, we looked at it not just as a competition, but as something that could become an economic growth engine for the continent. That was the vision from the beginning, and we are now seeing it take shape.”
He added that the league has drawn growing investment and audiences, including global companies, new commercial partners, and millions of digital viewers.
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He also noted that sports infrastructure such as arenas should be treated as economic zones that generate wider value chains.
"When you build infrastructure like arenas, they are not just venues for games. They become economic zones where you have an entire business value chain activated around them - hospitality, media, retail, and services all grow around that ecosystem,” he said.
Minister of Sports Nelly Mukazayire echoed Fall’s case, saying that Africa’s sports industry can only scale if countries invest simultaneously in three main areas.
"The first one is science and technology. In talent development today, we need data. When we look at projections, even coaching, we need data. When we look at marketing and everything around sport, we need data. So, science, technology, and AI using innovative platforms will be a pillar of the future of sports,” she said.
Mukazayire said sport is increasingly becoming a human-centred sector that goes beyond physical performance to include mental health, creativity and community impact.
She added that commerce represents the biggest emerging opportunity in the sector, particularly through infrastructure and intellectual property.
"When we build stadiums and courts, those are sports infrastructure, but when we add restaurants, hotels, coffee shops and other services, we are creating value around them.”
Mukazayire said media rights, sponsorships and intellectual property will also become key revenue drivers for the future of the sector.
"The opportunities are really untapped when you look at talent, investment in infrastructure, and the business aspect that links sport with entertainment, youth, and job creation. That is where the future is,” she added.