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Nurturing and commercializing talent: The success of African players in international leagues suggests factors enhancing their talent that don’t always translate locally in national teams. African national teams have never won the World Cup, for instance, despite their star players in European, and North American leagues, and elsewhere. Sports academies are few and far between while lack of adequate business and financial resources to nurture, promote and commercially exploit the talent are some of the factors. Sustainable solutions need to be found, including business incentives to nurture, commercialise and develop talent from the grassroots, including in global sports disciplines other than soccer, athletics, rugby and other sports traditionally played in the continent.

Sports infrastructure in Africa varies widely across the continent and faces significant challenges. Many countries struggle with inadequate facilities, from basic playing fields to large stadiums. Urban areas often have better infrastructure, but rural regions frequently lack even basic sports amenities. This prevents adequate grassroots participation, subsequently impacting talent development. Though some countries have invested in modern stadiums, maintenance remains a problem making it seem an insurmountable burden. The fact, however, is there lacks adequate infrastructure, while there is a need to better utilise and maintain the existing infrastructure and make them valuable assets.

Sports management in Africa faces numerous challenges, among them poor governance structures that breed corruption, including political interference which often hinders progress. Inadequate professional skills and expertise in business are also a factor. A rethink in how sports are managed and franchised is needed if the sector is to develop and sustain successful sports programs and businesses across the continent.              

The role of sports in development has gained significant global recognition since 2015 with the UN acknowledging its potential to promote equality and achieve the Sustainable Development Goals. In Africa, the sports industry, coupled with the talent of its athletes, can be a catalyst for economic and social progress. This remains an area that is yet to be adequately exploited for development.

Marketing through sports can be a powerful strategy to boost tourism, improve international relations, enhance Africa’s global image and bring in revenue. It makes for a good national and continental investment. However, except for a few countries, not enough has been done in the continent, though it has hosted major sporting events such as the 2010 World Cup in South Africa. This calls for investment and development of marketing strategies nationally and at the continental level to pull in and host a diversity of global sports. A cue could be borrowed from countries such as South Africa which has previously hosted the Rugby and Cricket World Cups

Sports betting has become a fact of life across Africa. A 2024 Geopoll survey finds that most Africans, 76.16% of the population in the continent, especially the youth, have placed a bet. It is a lucrative business, with a combined market of over $40 billion in only three countries – Nigeria, Kenya, and South Africa. This makes it an important source of tax revenue, despite concerns of money laundering by criminals and ills such as gambling addiction, debt and mental. Is betting a boon or social evil? How might a balance be struck?

Advancements in technology have changed how sports are consumed and played. On the pitch, the tech ranges from Video Assistant Referee (VAR) and goal-line technology to Electronic Performance and Tracking Systems and smart stadiums to enhance fan experience. It has also introduced new games through E-Sports and robot games. Africa remains an unexploited market with much potential for growth. More needs to be done to both entrench the use of technology on the pitch and reap from an E-Sports market some estimates put it at USD 2.06 billion currently and set to grow to USD 9.29 billion by 2032.

The media landscape has seen new trends with the rise of the digital age that include social media and Over the Top (OTT) broadcasting that have revolutionised sports content distribution and monetisation. Africa should not be left behind.