Across the globe, elite sports have evolved into more than just a contest of skill, they are now powerful economic and political forces. Events like the FIFA World Cup and the Olympic Games are not only showcases of athletic prowess but also catalysts for substantial economic activity. For example, the 2018 FIFA World Cup in Russia generated an estimated $14.5 billion in economic impact, supporting approximately 220,000 jobs across various industries. Similarly, the 2016 Rio Olympics attracted over 1 million visitors, providing a major boost to Brazil’s tourism sector.
The global sports market has experienced significant growth in recent years. It is projected to expand from $477.8 billion in 2024 to $507.69 billion in 2025, representing a compound annual growth rate (CAGR) of 6.3%.
READ ALSO: D’Tigress Roars: Nigeria’s Historic Triumph at the Paris 2024 Olympics
The rise of esports further exemplifies the economic potential of elite sports. The 2025 Esports World Cup in Riyadh is set to feature a record-breaking $70 million prize pool, underscoring Saudi Arabia’s commitment to diversifying its economy through sports and gaming initiatives. This expansion aligns with the nation’s Vision 2030 plan, which aims to achieve economic diversification through substantial investments in the gaming and sports industries. The country’s strategic interest in gaming was further emphasised when the state-owned Public Investment Fund’s Scopely acquired Niantic Labs’ gaming division for $3.5 billion.
The sports market in Africa is currently estimated to be worth over $12 billion, with projections suggesting it could surpass $20 billion by 2035. Recognising the multifaceted benefits of elite sports, African nations are increasingly investing in sports infrastructure to bolster their presence on the global stage.
In Ghana, the Borteyman Sports Complex, commissioned in February 2024 at a cost of $145 million, includes a 1,000-seater swimming pool, a multi-purpose sports hall, and a FIFA-standard football training pitch. Post-Games, there are plans to convert the complex into a university for sports development.
Nigeria’s Lagos Arena, under construction, is a $100 million project expected to be completed by December 2025. With a capacity of 12,000, it will host major sporting events and concerts, making it Nigeria’s largest indoor arena.
Kenya’s Talanta Sports Stadium, costing an estimated $350 million, broke ground in March 2024 and is expected to be completed by December 2025. The 60,000-capacity stadium will host events for the 2027 Africa Cup of Nations.
Cameroon’s Japoma Stadium in Douala, completed in December 2020 at a cost of $232 million, has already hosted matches for the 2021 Africa Cup of Nations and the 2024 African Championships in Athletics.
Ivory Coast’s Alassane Ouattara Stadium, inaugurated in October 2020, is the country’s largest, with a seating capacity of 60,012. Constructed at a cost of approximately $257 million, it underscores the nation’s commitment to hosting major sporting events.
Uganda’s renovated Nakivubo Stadium, now known as Hamz Stadium, has bolstered the country’s capacity to host international competitions, including CHAN 2024 and the upcoming AFCON 2027. The facility also serves as a symbol of national pride and development.
National Pride and the Olympic Dream
Elite sports achievements have the power to unite nations and instil a profound sense of pride. Botswana’s celebration of Letsile Tebogo’s gold medal in the 200 metres at the 2024 Paris Olympics exemplifies this sentiment. His victory, marking Botswana’s first Olympic gold, was hailed as the nation’s “best sporting moment”, leading to nationwide celebrations and a government-declared half-day holiday.
Similarly, the International Federation of American Football’s decision to host its first African Flag Football Championships in Cairo in June 2025 reflects growing recognition of Africa’s potential in global sports. This initiative aims to provide African teams with a pathway to qualify for the 2026 IFAF Flag Football World Championships and, ultimately, the 2028 Los Angeles Olympics.
Balancing Aspirations with Realities
While the investments in sports infrastructure and the pursuit of international recognition are commendable, they are not without challenges. Rwanda’s ambitious plans to host events such as a Formula 1 Grand Prix and its sponsorships in European football have drawn criticism. Detractors argue that such investments could divert attention from more pressing domestic issues, while questioning the sustainability of these ventures given the nation’s economic constraints.
Furthermore, the long-term viability of these infrastructures remains a concern. Without consistent use and maintenance, there is a risk that these facilities could become underutilised, potentially leading to financial strains on national budgets.
Africa’s foray into elite sports presents both opportunities and challenges. The continent’s investments in infrastructure and its athletes’ achievements on the global stage signify a promising trajectory. However, to ensure that these endeavours yield lasting benefits, there must be a strategic balance between ambition and pragmatism. By aligning sports development with broader socio-economic goals, Africa can harness the full potential of elite sports to drive national pride, economic growth, and global recognition.
