African Sport, Perception & Investment: Fixing Risk Bias and Professionalising Governance
15 April 2026
This clip is taken from the panel discussion "Amplifying Africa's Voice in Global Sports: The Role of Strategic Comms & Media Partnerships," recorded at the 2024 ASU Connex Summit in London, in partnership with Charles Russell Speechlys & AfroSport Group.
African athletes dominate on the global stage, yet African national teams and federations still struggle to attract the same level of investment, media coverage and institutional respect as their international counterparts. This conversation unpacks why, covering the structural barriers, media narratives and governance gaps holding the continent back, and what investors, brands and institutions can do to change the story.
What this conversation covers:
- •Why African sport attracts global talent but not always global investment
- •The media narratives shaping how African sport is perceived abroad
- •Governance gaps that limit commercial growth for national federations
- •Practical steps investors, brands and institutions can take to close the gap
Speakers:
- •Nicolas Pompigne-Mognard, Founder, APO Group
- •Gary Al Smith, Regional Lead, Sporty TV
Key takeaways
- Why African teams play far fewer international fixtures, and how visa costs and travel limit performance
- How international media shapes a distorted risk perception of Africa that contradicts the data
- Why African sport governance must be led by trained professionals, not just ex-athletes
- What investors, content creators and brands can do to shift the narrative around African sport
- The link between risk bias, borrowing costs, and slower sports infrastructure development
