Africa is rarely seen as a global sports powerhouse, yet its athletes compete in nearly every sport imaginable, from the Summer Olympics to the Winter Games, as evidenced by Nigeria’s participation in 2018 Winter games. Despite this, the sports industry on the continent has been largely overlooked, even though it holds immense potential. According to the Oliver Wyman Institute, sports contribute approximately $12 billion to Africa’s GDP. In contrast, the English Premier League alone generates an estimated £10.8 billion for the UK economy. This stark disparity highlights Africa’s untapped potential, despite its larger, youth-driven population with an unmatched passion for sports, hindered by challenges like inadequate infrastructure and political interference.
Progress is undeniable. South Africa hosted the FIFA World Cup in 2010, Morocco is set to host in 2030, and both Rwanda and South Africa have bid to host Formula 1 races. These milestones signal Africa’s ambition to compete on the global stage. However, only a handful of the continent’s 54 countries are driving this growth. For sports to become a priority, governments and citizens must recognize its transformative impact.
For decades, Africa’s global narrative has been dominated by stories of war, disease, and famine. Sport has the power to rewrite this script. While tourism boards often highlight wildlife and natural beauty, they rarely showcase Africa’s greatest asset: its people, culture, and hospitality. As Patrick Kangave, a member of the Ugandan diaspora in China, aptly stated, “Africa is much more than a zoo full of animals. We are a continent of remarkable people.”
Sports and tourism are powerful partners in economic development. The 2010 FIFA World Cup in South Africa, for example, saw the government invest $3 billion, yielding a $6 billion economic boost, including 3.6 billion rand directly from tourism. Similarly, Côte d’Ivoire’s $1 billion investment in hosting the 2023 Africa Cup of Nations (AFCON) generated roughly three times that amount, largely through tourism-related activities. On a smaller scale, the Rwenzori Marathon, set against Uganda’s snow-capped Rwenzori Mountains, contributed approximately 3.6 billion UGX to the local economy and boosted tourism by 30%. The global admiration for East African long-distance runners also draws visitors to high-altitude training centers in Kenya and Uganda, further illustrating the synergy between sports and tourism.
When it comes to sports, Africa is naturally endowed with immense talent, but nurturing, grooming, and training are essential to unlock its full potential. African talent, particularly in football, provides a competitive edge over nations like China, which have invested heavily in the sport but often see limited success on the pitch. However, consistent and high-quality training is critical for Africa to reach the pinnacle of greatness. In many African educational systems, sports are often relegated to a mere pastime, receiving little to no emphasis. Where training camps or academies exist, they are frequently priced beyond the reach of ordinary individuals or are virtually nonexistent. Initiatives like the proposed Bayern Munich youth football academy in Rwanda represent vital starting points for change. To truly elevate African sports, educational curricula across the continent should integrate sports as a core component, rather than an afterthought, and offer scholarships to nurture top talent.
For sports to thrive, robust infrastructure is essential. While Africa faces challenges with underdeveloped infrastructure—such as roads and sports facilities—urgent needs can catalyze rapid development. For instance, in preparation for the 2027 Africa Cup of Nations (AFCON), host nations Kenya, Tanzania, and Uganda undertook unprecedented infrastructure projects. In Uganda, this included the renovation of Mandela National Stadium, the construction of Hoima Stadium, and the development of Kabalega International Airport—initiatives that likely would not have occurred without the impetus of hosting Africa’s premier football event. Collectively, these nations invested an estimated $67 billion in infrastructure. While concerns about “white elephant” projects persist, these developments address critical needs and are poised for sustained use.
Infrastructure development also drives employment and fosters broader youth engagement in sports, providing opportunities for young people to flourish and reducing perceptions of redundancy. Moreover, sports offer a platform for women to excel and gain recognition. A prime example is Uganda’s She Cranes, the national netball team, ranked eighth globally. In a football-obsessed nation, their success united the country in celebrating female achievement, inspiring women and girls and establishing role models for empowerment. For the african sport industry to grow ,
In conclusion, sports can unify and uplift. As Ibrahim Kunda, a spectator at the 2023 AFCON in Ivory Coast, eloquently stated: “Football is the only time the nation gathers together—no tribal, religious, or political differences. It’s then that we realize we are one nation. Through every win and loss, we bleed Ivorian blood.”
The African narrative, as commonly consumed, is often shaped by international broadcasters who prioritize the interests of their donors, misrepresenting the continent’s realities. While Africa may lack the resources for a continent-wide media platform, increasing digitization and internet penetration empower African youth to become the continent’s voice. Podcasters, bloggers, and vloggers, free from editorial constraints, enrich global timelines with authentic African stories. For instance, Wode Maya, one of Africa’s biggest YouTubers, showcases the continent’s beauty in ways that challenge stereotypes. He is among a growing group of African changemakers, including those in the diaspora like myself, reshaping perceptions of Africa beyond its borders.
A 2024 report by Africa No Filter highlights the economic impact of negative media portrayals, estimating that Africa loses approximately $4.2 billion annually in loan repayments due to persistent stereotypes. A similar report also reveals that many in the UK and US still view Africa through a lens of poverty, corruption, and wildlife, discouraging vital foreign direct investment.
Content creation has also provided livelihoods for African youth who might otherwise face unemployment. Prominent creators like Wode Maya and Tayo Aina earn substantial incomes—around $1.3 million annually—while smaller creators are seeing their incomes grow , fostering economic opportunities. The broader impact is evident in initiatives like TikTok’s year-long sponsorship deal with the Confederation of African Football in 2022, driven largely by Senegal-born Khaby Lame, the world’s biggest TikToker. This partnership marked a significant milestone, showcasing the global influence of African content creators.
African music has emerged as one of the continent’s most significant cultural exports. While each African nation boasts its own vibrant music industry, genres like Amapiano, Afrobeat, Highlife, and Bongo Flava are making global waves. These distinctly African sounds, infused with unique dance moves born from the continent’s creativity, embody the true heartbeat of Africa. From Hong Kong to Lisbon, London, Amsterdam, and Los Angeles, massive crowds groove to African rhythms, often singing along to lyrics in languages they don’t understand, thanks to musical ambassadors like Ayra Starr, Davido, Burna Boy, Tems, and Tyla. Recognizing this cultural surge, African governments are investing in infrastructure to capitalize on the trend. For example, Rwanda has upgraded its Kigali Convention Centre to host major concerts, positioning it as a premier destination for continental and international performances. This has spurred infrastructure development and boosted tourism.
Music, alongside sport and content creation, forms the pillars of a new Africa. These sectors transcend divisions like religion, politics, and ethnicity, uniting the continent while driving economic growth. They have created vital employment opportunities for African youth, addressing the continent’s challenge of youth unemployment. Collectively, these industries have catalyzed infrastructure projects worth $18.5 billion and significantly enhanced tourism.I urge African governments to establish joint ministries that integrate sports, tourism, and creative industries. These sectors clearly align and complement each other, driving economic development. Most importantly, they are reshaping Africa’s global image, challenging long-standing negative perceptions and showcasing the continent’s vibrant, dynamic spirit.
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