Intelligence, Insights & Ideas Driving Africa's Sports Economy
Research, analysis, and sector intelligence for the organisations and decision-makers navigating Africa's sports economy.
Reports
Articles
Sports Development
A Seat at the Table: African Football, the Diaspora, and What the Expanded World Cup Changes
How the 48 team 2026 World Cup reshapes African football: CAF's ten qualifiers, diaspora player eligibility, an $871 million prize pool and the commercial visibility African federations must convert into lasting growth and investment.
Governance
The Myth of Separation: Why Football and Politics Have Never Been Apart
From visa denials to the FIFA Congress standoff, the 2026 World Cup exposes what sport has long avoided: politics and football were never separate
Governance
Sport, Data and the 2030 Deadline: What the Commonwealth’s Global SDG Impact Report Means for Commonwealth Governments
With Glasgow 2026 and the 12th Commonwealth Sports Ministers Meeting weeks away, the Commonwealth Secretariat’s landmark SDG Impact Report sets an urgent evidence-based agenda, one that African and Caribbean governments cannot afford to ignore.
Sports Business
AFCON 2025 Attendance in Context: How Culture, Stadium Dynamics, and Regional Mobility Shaped the Tournament
Attendance at AFCON 2025 sparked debate, often focused on perceived low turnout & the absence of familiar expressions of fan culture. Grounded in match-level attendance data, the article analyses what the numbers show & highlights ways to strengthen fan attendance & experience at…
Sports Business
Africa Is Not One Market, But It Is One Strategic Opportunity
How Pan-African Sports Investment, Institutional Platform Development and Talent Ecosystem Strategy Are Reshaping the Africa Sports Market
Investment
Why Morocco Is Setting the Benchmark for Sports-Led Economic Development in Africa
Morocco is redefining sports-led economic development in Africa through AFCON 2025, 2030 FIFA World Cup (major events), infrastructure investment, and commercial growth. A data-driven analysis.
Brands & Sponsorships
AFCON 2025 Apparel Landscape: Culture and Market Trends
AFCON 2025 highlighted the growth of African football within the broader sports economy, including the apparel sector. The tournament demonstrated progress in local manufacturing and design, signaling potential for sustained engagement and commercial participation across the cont…
Sports Business
AFCON 2025: More Than a Tournament, A Maturing Global Sports Property
An insight-led overview of AFCON 2025, examining how Africa’s premier football tournament is evolving as a global media, commercial, and economic property. Includes analysis of broadcast reach, partnerships, digital engagement, and what the shift to a four-year cycle means for Af…
Governance
FIFA Master 'Where are they now?' - The importance of staying connected and graduate employability
A look at how FIFA Master alumni leverage global networks, career pathways and lifelong connections to drive employability and influence across the sports industry.
Investment
As Donor Funding Dries Up, Africa Must Build Its Sports Future, Not Wait for Aid
As donor aid declines, Africa must reimagine sport as an economic engine, building sustainable, self-funded systems that drive growth and trade.
Brands & Sponsorships
You Can’t Sell What No One Sees: The Commercial Case for Local Sports Development in Africa
African sport has talent & passion, but without visibility it cannot grow. From AFCON’s billions of viewers to Tanzania’s 824% media rights boom, this article shows why broadcasting & data are the foundations of commercial growth.
Governance
Disconnected Ministries, Disconnected Outcomes: Why Government Silos Are Killing Africa’s Sports Economy
A portion of my time is often spent having meetings with different ministries within the same government e.g. a Ministry of Sports and the Ministry of Tourism. Different rooms. Different teams. Same country.
Sports Business
2025 African Sports Market Trends
The African Sports Industry is rapidly growing. Our 2025 African Sports Market Trends Report uncovers key insights shaping the industry, highlighting opportunities, challenges, and where the market is heading this year from the key stakeholders within the Pan-African sports marke…
Investment
The Role of Sports Tourism in Revitalising Africa’s Economy: Opportunities for Investment & Growth
This article discusses how tourism can leverage sports to further boost African economies by maximising the wonderful landscape and diversity of Africa.
Sports Development
Are African Athletes set to gain at least 5 more medals at the Paris 2024 Olympics due to new rules?
This articles focuses on the prize money awarded by World Athletics and the International Boxing Association to athletes competing at Paris 2024 Olympics and the impact this will have on African athletes.
Investment
Essential Tips for Founders Seeking Investment in African Sports
Key takeaways from the ASU Sports Business Podcast with Sporting Chance Fund & Sebastian McKinley focused on Investment in the African Sports Market.
Governance
Summary: FIFA Professional Football Report 2023
This article is a summary of the FIFA Professional Football Report. This article will provide an overview of the report, key analyses between Federations and a deep dive into the current state of affairs in African Member Associations.
Sports Business
Unveiling the Triumphs and Twists of The Africa Cup of Nations 2023
In this blog, we aim to illuminate the pivotal moments and overarching themes that defined the AFCON 2023.
Sports Business
5 Key Takeaways from the 2023 Africa Cup of Nations
This blog contains 5 key takeaways from the 2023 Africa Cup of Nations, which if implemented, can further grow and enhance Africa's biggest football tournament. AFCON 2023 smashed records in term of global audience and media partners, but how can this be further leveraged?
Sports Business
The Africa Cup of Nations 2023: A Milestone in African Football and Economic Growth
Explore the economic impact, brand partnerships and media innovations of the Africa Cup of Nations in our latest overview report.
Governance
Summary: FIFA Forward Global Report on Development Activities (2016 - 2022)
This article is a summary of the FIFA Forward Global Report on Development Activities between 2016 - 2022. This article will provide an overview of the report, key analyses between Federations and a deep dive into the current state of affairs in African Member Associations
Brands & Sponsorships
How #VisitRwanda campaign successfully promotes Rwanda's unique attractions
How #VisitRwanda campaign successfully promotes Rwanda's unique attractions
Sports Development
Women's Football Landscape Report 2022
Our conversation with Head of Women's Football at CAF, Meskerem Tadesse Goshime on the Women's Football Landscape Report 2022
Sports Business
Why we need to move on from the African potential conversation: Developing a sustainable African Sports Business ecosystem.
4 Key points to transform Africa's sports business industry from potential to reality.
Technology & Innovation
How Technology is Impacting the Pan-African Sports Space
The Technological innovations advancing the Pan-African sports industry
Governance
THE AFRICAN NATIONS CHAMPIONSHIP (CHAN) – SPOTLIGHT FOR THE DOMESTIC LEAGUES AND PLAYERS
The African Nations Championship (CHAN) is a tournament in which the national teams exclusively feature players who ply their trade in the domestic league of their home country. The purpose being to garner more appreciation for domestic leagues in Africa and their players
Investment
Brexit: What impact would this have on the African sports market?
In June 2016, The UK public voted 51.2% to leave the European Union and have since began discussions on leaving the EU.
Investment
SPORTS MANUFACTURING AND THE AFRICA CONTINENTAL FREE TRADE AREA: A MECHANISM FOR GROWTH
Sports manufacturing activities which involve the production of sporting goods is a whole industry that is waiting to be explored and more so, under the AfCFTA. It is against this backdrop that this article shall seek to explain the role sports manufacturing plays in the economic…
Sports Development
How To Plug The Drain Of African Talent From Africa
Africa is the 2nd most densely populated continent on the planet with over 1.234billion people in the continent. From its womb, Africa has birthed some great sporting talents such as Zinedine Zidane;
Governance
Spotlight For The Domestic Leagues And Players
The African Nations Championship (CHAN) is a tournament in which the national teams exclusively feature players who ply their trade in the domestic league of their home country.
Sports Business
The Challenges of Sports Business in Kenya
The Olympics have just ended and despite all the challenges Africa managed to scoop 45 medals. Kenya at number 15 topped the tables with 6 gold, 6 silver and 1 bronze. This is the best Olympic performance from an East African nation that is well known for it's athletic prowess.
Videos
Sports Development
Sport for Development Needs a Reset: From Charity to Socio-Economic Investment
21 Jul 2026
Sports Business
How Mega Sporting Events Boost Africa's Economy: World Cup Legacy, Tourism & Investment
21 Jul 2026
Technology & Innovation
Inside Africa's Sports Media Landscape: Pay TV, OTT Growth & AFCON Rights Challenges
21 Jul 2026
Technology & Innovation
African Sport, Perception & Investment: Fixing Risk Bias and Professionalising Governance
15 Apr 2026
Investment
Investing in African Sports: Where the Real Opportunities Are (Pan-African Strategy Explained)
7 Dec 2025
ASU Connex Summit 2023: Andy Howes Interview (AfroSport Group)
21 Oct 2024
ASU Connex Summit 2023: Kenny Jean-Marie Interview
30 Sept 2024
In Conversation with Nicolas Pompigne-Mognard, Founder of APO Group
4 Sept 2023
In Conversation with Dr Seun Adigun — Africa's First Winter Olympian Bobsledder
1 Aug 2023
CAF Women's Football Landscape Report 2022 — with Meskerem Tadesse Goshime
22 May 2023
FIFA Forward 3.0: How African Member Associations Can Best Utilise the Programme
13 Mar 2023
The Growing Influence of eSports in Africa & Engaging with Youth
27 Feb 2023
FIFA Digital Skills Platform: How It Benefits African Associations
27 Feb 2023
Using Data & Analytics to Create a Structured Pathway for African Athletes
27 Feb 2023
Sports Manufacturing & the AfCFTA: A Mechanism for Growth
23 Sept 2021
Sports, Trade & Advocacy Roundtable — ASU x UNECA
15 Jun 2021
Global Organisations in Africa: Basketball Africa League & the SEED Project
25 Jul 2020
Global Organisations in Africa: Arsenal FC & Visit Rwanda
25 Jul 2020
Global Organisations in Africa: LaLiga's Strategic Expansion Across Africa
25 Jul 2020
An Introduction to the African Sports Market — ASU Inaugural Panel Session
1 Apr 2019