Hosting international sporting events requires huge investments in infrastructure. This privilege can spur economic growth through the creation of jobs for infrastructure development, by boosting tourism, and enhance the sense of community and patriotism among citizens of the hosting nation and the participating nations. The world of African sports is receiving unprecedented attention across the sports of tennis, football, basketball, athletics and rugby. East Africa stands with Kenya having won more Olympic medals than any other country, with a total of 113 medals followed by South Africa with 91.

In 2021, Rwanda successfully hosted the Basketball Africa League (BAL), a high-level continental competition supported by the NBA. Rwanda will host the UCI’s Road World Championship for cycling in September of 2025 bringing more attention to the region. AFCON, the most prestigious sport event on the African continent broke the viewership record in 2023’s edition in Ivory Coast with over 2 billion viewers worldwide. The next edition will be hosted by Kenya, Tanzania and Uganda in June and July 2027.

East Africa has talent and a history of high-level successful performances at sporting events, especially athletics, but the business of sports business remains underdeveloped in most countries.

Join the industry players from various sectors as they discuss the business of sports in Africa. An industry measured internationally in hundreds of billions of dollars.