Sport is far more than a recreational pursuit; it has evolved into a colossal economic force. Across continents, from the Premier League in England to the NBA in the United States, from Formula 1 circuits to the Olympic Games, sport drives national economies, creates employment, and shapes cultural identity. Global estimates place the sports economy at approximately two per cent of world GDP, worth more than a trillion dollars.
In mature markets such as the United States, projections indicate the sports sector will surpass 500 billion dollars by 2027. This success is powered by an intricate commercial ecosystem, broadcast rights, sponsorship deals, merchandise sales, digital engagement, and event tourism. These dynamics have transformed sport into an essential pillar of economic activity worldwide.
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Major sporting events like the World Cup and the Olympics can have significant economic impacts on host countries, generating revenue through tourism, infrastructure development, and increased consumer spending. For example, a FIFA report notes that the 2018 World Cup in Russia contributed $14.5 billion to the country’s GDP, according to an article in the International Journal of Foreign Trade and International Business.
Against this backdrop, Africa remains an under leveraged player. The continent’s sports economy is currently valued at around 12 billion dollars, with forecasts suggesting this could grow to 20 billion dollars by 2035 according to Oliver Wyman. This figure represents less than one per cent of Africa’s GDP, underscoring the scale of untapped potential.
This paradox is striking because Africa consistently produces world class athletes, icons such as Mohamed Salah, Sadio Mané, Barbra Banda, Eliud Kipchoge, and Faith Kipyegon dominate global arenas. Yet, while these individuals earn millions abroad, African leagues continue to struggle. Domestic competitions often lack broadcasting strategies, commercial sponsorships, and merchandising structures that underpin thriving leagues elsewhere.
When Systems Fail the Sport
At the heart of this challenge lies a fragile foundation. Governance issues, opaque financial practices, and poor administration have long plagued national federations and local clubs. Many teams depend on ticket sales and government subventions, both of which are unstable revenue streams. Corruption scandals and unpaid player wages further erode trust and deter investors.
By contrast, Europe’s top leagues generate billions annually through structured media rights deals and global branding. For instance, the English Premier League earns over 3 billion pounds a season in broadcasting rights alone. In Africa, even the CAF Champions League captures only a fraction of this value, leaving significant revenue potential unrealised.
Unlocking Growth Through Technology
A transformative shift is, however, unfolding through digital innovation. Streaming platforms such as Showmax, SuperSport, and FIFA+ are revolutionising how fans consume content. According to Grand View Research, the sports streaming platform market in the Middle East and Africa generated revenue of USD 1.283 billion in 2024. The market is projected to reach approximately USD 2.379 billion by 2030, representing a compound annual growth rate (CAGR) of 11.1% between 2025 and 2030. Viewership numbers are surging, SuperSport alone attracted millions during AFCON 2024, while NBA Africa’s digital engagement grew by over 40 per cent year on year.
The growth of sports analytics and data solutions adds another dimension. According to Fortune Business Insights, the global sports analytics market was valued at USD 4.79 billion in 2024. It is projected to grow from USD 5.79 billion in 2025 to USD 24.03 billion by 2032, representing a compound annual growth rate (CAGR) of 22.5% during the forecast period and Africa is beginning to adopt these tools for performance management and commercial planning. For a continent with one of the youngest populations in the world, digital channels provide a direct, scalable route to monetisation and fan engagement.
The Event Economy
Hosting international tournaments represents another avenue for economic growth. South Africa’s 2010 FIFA World Cup remains a case in point, adding approximately 0.4 per cent to national GDP and creating tens of thousands of jobs. More recently, Cape Town’s Formula E race injected over 50 million dollars into the city’s economy, while marathons, rugby sevens, and athletics championships continue to attract international visitors.
Rwanda has pioneered a creative approach by tying sports tourism to national branding. Partnerships with top European clubs through the “Visit Rwanda” campaign have helped the country generate hundreds of millions of dollars in tourism revenue annually. Such strategies demonstrate how sport can serve as a lever for investment and international positioning when integrated with national development plans.
Grassroots Development and Governance Reform
True transformation, however, will not come from marquee events alone. It must begin at the grassroots level. Investment in community sports programmes, school competitions, and coaching education is essential for building a sustainable pipeline of talent. Yet reports reveal that grassroots initiatives often receive less than five per cent of national sports budgets across many African countries.
Governance reform remains equally critical. Strong regulatory frameworks, financial transparency, and incentives for private investment must underpin the next phase of growth. Industry surveys show that nearly two thirds of African sports stakeholders identify grassroots development and governance reform as the twin pillars of a future sports economy.
Anchoring Progress in Global Frameworks
Africa does not have to reinvent the wheel. Global frameworks such as the International Olympic Committee’s Olympism365 Innovation Hub are already funding initiatives that use sport to drive social and economic development. Similarly, the United Nations recognises sport as a key enabler of the Sustainable Development Goals, particularly in health, education, and gender equality.
By aligning with these frameworks and adapting successful commercial models from Europe and North America, while embedding uniquely African solutions, the continent can transform its sports sector into a formidable economic driver.
Vision 2035: When Passion Meets Profit
If Africa executes on these opportunities, digital monetisation, infrastructure upgrades, transparent governance, strategic partnerships, and grassroots investment, the dream of a vibrant sports economy will move from aspiration to reality. The forecast of 20 billion dollars by 2035 is not an exaggeration but an achievable milestone.
Sport in Africa can evolve from a passion project into a structured, revenue generating industry that uplifts communities, creates jobs, and elevates the continent’s global standing. The time to act is now, before another generation of talent slips through the cracks of an underdeveloped system.
