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African Sports & Creative Investment (ASCI) : To promote sports economy 

This was the outcome of the conference organized by this specialized institute on Tuesday March 28 in the economic capital of Cameroon.

By Bernard Bangda, in Douala

According to statistics provided by Will Mbiakop, CEO of African Sports & Creative Investment (ASCI) in Douala, Cameroon, « the global sports economy is thriving, with an annual growth rate of 5% since 2000. Meanwhile, sport contributes only 0.5% of the continent’s GDP ». For the former NBA Africa Director, « this is a trend that needs to be reversed.” The book, “Sports Economy: Realities, Challenges, Opportunities,” written by ASCI and Michel Desbordes, aims to contribute to this.

In this work by the ASCI, the word is given to « some 2,000 actors in the African sports value chain » to define the prospects for the sector in Africa. The 53 experts from the continent with whom the authors worked include Makhtar Diop, Fatma Samoura, Tidjane Thiam, Didier Drogba and Vera Songwe. They all agree that « the continent lacks information on sports economy; the lack of sports infrastructure, adequate human capital and funding complicates the legal, business and investment framework for sport ». As a result, ASCI proposes to « train women and men to understand the business of sport in Africa. »

« Boosting sports economy in Africa also hinges on making infrastructure profitable” 

And the context is right. Will Mbiakop believes « Africa has extraordinary potential, with a common market of 1.4 billion people, whose average age is 19, and a demographic growth that will see a quarter of the world’s population being African by 2050.” This is the right context « to transform sport in Africa, » according to Joseph Antoine Bell, President of the Steering Committee of the National Office of Infrastructures and Sports Equipment (ONIES). The former Olympique de Marseille and Girondins de Bordeaux goalkeeper explains: « Existing infrastructures do not bring money to African countries because those in charge of managing them only rely on government subsidies. What the public doesn’t know is that almost all stadiums in Africa have unused auditoriums. They could be used for cultural events. The rental fees could then be used to help maintain these infrastructures, while at the same time reducing government intervention.”

« Good governance is an important factor for the sustainability of the sports economy in Africa” 

Blick Bassy, a Cameroonian singer living in France, raises the issue of « governance in our countries that does not spare sport and culture. We must learn to ensure that in the management of our affairs the rules of successful governance are embraced. And that means publicizing sport and cultural activities. « Especially when it comes to management. This idea is, indeed, lacking among those in charge of sport and culture in Africa, » says Didier Toko, artistic director of Douniaf.

Yolande Bodiong, CEO of Sun TV, a private television station based in Douala, seized the opportunity to highlight « the important role that the media has to play in the promotion of sport in Africa ». « We are going to open our channel to ASCI in order to widen the spectrum of people to be reached for the success of this project, » adds the former Cameroonian handball star, who is also a graduate of the Higher School of Economics and Business Sciences (ESSEC) in Douala, where the event will take place.

« Investment fund to finance sports development projects in Africa”

Will Mbiakop announced the creation of « an investment fund that will finance projects to develop sports, health and digital infrastructure, with the support of several partners such as governments, local authorities, international financial institutions and the private sector. Mobilizing all these actors to invest in the sports economy in Africa is based on ASCI’s credo: « The success of the sports economy depends on mass sport.”

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