With the cast of international industry leaders and the depth of issues discussed at the inaugural SportsBiz Africa Forum last year, it not only demonstrated the potential to make a difference in the sports and development sectors but is already shaping up to be one of the premier annual events on the continent.
Also observed last year was how few, if any, such initiatives as the Forum exist. And yet the need for such initiatives could never be more urgent. While there are positive trends in the sports industry, there are also persistent challenges that must be addressed.
First, the good news. The sports economy in Africa looks to be rosy with a projected growth of between 5-10 percent, according to the 2025 African Sports Market Trends Report.
Digital transformation continues to be a game-changer, according to the report, with over 50 percent of respondents identifying digital advancements such as streaming platforms, fan engagement tools, and data analytics as major growth drivers.
Barriers, however, remain to investment growth, with governance issues, economic instability, and market data limitations continuing to hinder full potential.
Over 64 percent of respondents in the survey emphasise the need for resource allocation towards grassroots programs and governance reforms to build a stronger ecosystem.
The projected growth in the industry cannot be ensured if the challenges remain unaddressed. Thus, while industry trend reports must highlight the issues, it also demands constant and impactful dialogue and sharing of experiences in which every stakeholder must be involved, and which the SportsBiz Africa Forum adds an important space to address them.
The 2025 SportsBiz Africa Forum picks up from where it prologued last year emphasising the nexus between sports and business and its role in sustainable development. The key being that while sports must be played and enjoyed and the businesses reap a profit, it must also be to the benefit of all.
Consequently, the cast of important leaders in the industry included the likes of Dr Decius Hikabwa Chipande, the Coordinator and Head of the African Union Sports Council (AUSC). The Council coordinates sports activities on the continent and promotes development through sport, mirroring a core objective of SportsBiz Africa.
Other speakers, including Dr Chipande, noted how one of the important indicators of sustainable development is quality of businesses sustained and started, and the level of professional competence to grow the economy and improve lives and livelihoods.
Drawing from this, some emphasis will be placed on Masterclasses in the 2025 SportsBiz Africa Forum to nurture existing and aspiring young professionals with knowledge and skills to start and run their own businesses in the sector or gain employment with their improved competences at managerial levels.
To tutor them will be SportsBiz Africa partner, the internationally renowned and Spain-based Johan Cruyff Institute, who will conduct the Masterclasses equipping the young aspiring young professionals with knowledge and skills in strategic management, sports marketing and financial management. As potential opinion and industry leaders in the growing sports economy, the experience they will gain in addition to the managerial knowledge and skills will be vital if they are to navigate the sector’s unique complexities and oversee its expansion into a robust sports ecosystem.
It is a truism that it is in the youth that we entrust the future of the industry, and to inspire them at last year’s Forum were well-known international personalities including the inimitable former Zambian striker Kalusha Bwalya. Popularly known as “The Great Kalu” at home, he aptly fits the symbol of resilience and leadership after he reconstituted his national squad into international winners after the tragic plane crash that perished the entire Zambian national football team in 1993.
Currently serving as a standing committee member at the International Federation of Association Football (FIFA) and the Confederation of African Football (CAF), Kalusha shared insights on how sports have made significant contributions to local communities through outreach, charity, and development projects. It was a service the aspiring industry leaders could emulate.
Another of the soccer icons at last year’s business forum was the Senegalese international football great El Hadji Diouf, two-time CAF African Player of the Year for 2001 and 2002. He is considered one of the most electrifying footballers of his generation. Though he had his ups and downs, he would go on to lead a glittering career with several top European clubs. He remains popular draw, a mark of his longevity as an inspiration to many, young and old. He is credited with laying the foundation and opening the way for many of his compatriots, among the most popular is the Liverpool sensation Sadio Mané in the English Premier League. The saying goes that if Diouf laid the foundation, Mané built the palace.