Sport and Business : Africa steps into the big league in 2025
Africa is increasingly establishing itself as a strategic player on the international sports scene. In 2025, the continent will host a series of major events, including the Africa Cup of Nations (CAN), the Basketball Africa League (BAL), the World Cycling Championship, and potentially a Formula 1 Grand Prix, highlighting its potential as a hub for economic opportunities. This phenomenon is transforming sport into a driver of economic development, capable of generating investments, modernizing infrastructure, and stimulating key sectors such as tourism, hospitality, and transportation.
Sports events are no longer just about competition. They have become powerful economic engines. For example, the CAN, a major sporting event on the continent, generates billions through broadcasting rights, ticket sales, merchandising, and sponsorship. Ultimately, the stadiums and infrastructure, often rebuilt or modernized for these events, become long-term economic centers, attracting other international events. This creates a dynamic of long-term growth, with benefits that extend beyond the duration of the event itself.
Nigeria, South Africa, Morocco: The pioneers
Nigeria, South Africa, and Morocco have taken a lead by transforming sport into a key sector of their development. In Nigeria, the football industry stands out with well-structured leagues and international partnerships. South Africa, after hosting the 2010 World Cup, continues to generate revenue through its world-class stadiums. Morocco, for its part, has made sport a priority, particularly by hosting the CAN 2025 and investing heavily in infrastructure. These countries demonstrate that a well-orchestrated sports strategy can generate significant and sustainable economic benefits.
Rwanda in pole position
By successfully hosting the FIA General Assemblies, held for the first time in Africa in Kigali from December 10 to 13, Rwanda is cementing its position as a hub for international sports events. Kigali, the capital, hosted the Basketball Africa League (BAL) in 2021 and is preparing to organize the World Cycling Championship in 2025. These events have not only boosted business tourism but have also enhanced the country’s image as a destination for major international events. This strategy was initiated by President Paul Kagame, who clearly positioned sport as a key driver of national development. The country has invested heavily in modern infrastructure, such as the Kigali Arena, now renamed BK Arena.
Opportunities for the private sector
Sports events in Africa open new opportunities for the private sector. The strong demand for broadcasting rights and commercial partnerships stimulates the marketing, sponsorship, and technology industries. For example, the BAL attracted international investors and local brands, and its success highlights the growth potential of basketball in Africa. This model could be replicated in other team sports, thereby increasing the attractiveness of African sport to sponsors.
The World Cycling Championship, scheduled for 2025, also represents a unique opportunity for local and international companies to position themselves in the rapidly expanding cycling market. Investments in infrastructure, equipment, and talent development could boost the cycling industry in Africa and offer new career prospects to young African talents.
A Formula 1 Grand Prix in Africa in 2026: An opportunity for the Motorsports industry
The arrival of a Formula 1 Grand Prix in Africa in 2026, if confirmed, could shake up the sports industry in Africa. Formula 1 is one of the most televised events worldwide, attracting millions of viewers and top sponsors. If this project materializes, it could have a major economic impact, not only by stimulating the necessary infrastructure but also by positioning Africa as a key destination for major international competitions. The direct economic benefits include job creation, investments in infrastructure, and significant growth in the tourism sector.
The development of Formula 1 in Africa could also mark a turning point for the motorsports industry on the continent, a sector that is rapidly expanding. This event would attract new players and investors, boosting innovation and competitiveness in the industry.
In the meantime, the 2026 Youth Olympic Games will take place in Dakar, Senegal, confirming the continent’s appeal in this field. As the sports industry in Africa continues to diversify and grow, the economic opportunities it generates are vast. While the sports industry currently accounts for barely 0.5% of Africa’s GDP, the growth potential is enormous in terms of economic development, particularly for young talents and private companies. Investments in sports infrastructure and the promotion of sports in Africa can create thousands of jobs, energize local economies, and strengthen the continent’s presence on the international stage.
