The sports economy in Africa can play an important role in socio-economic development. Sports offer hope and inclusion in an often challenging environment, where it may be difficult to escape the effects of widespread poverty. 

The sports economy in Africa has the potential to be a significant driver of socioeconomic growth. On a continent in which poverty and social challenges remain widespread, sport provides hope, inclusion, and a pathway to empowerment.  

Although only a few sporting codes receive substantial funding, sports development programmes can reach young people across diverse communities, offering protection to at-risk youth and fostering social inclusion. 

These programmes are not only about physical activity – they also focus on essential life skills, education, nutrition, leadership, gender equality, and career development.  

Investing in sports development creates opportunities beyond the playing field. It encourages the training of coaches, educators, and mentors, ensuring a sustainable pipeline of role models and leaders.  

Although sport represents only 0.5% of Africa’s GDP, compared to around 3% of GDP globally, it has the potential to drive economic growth on the continent.  

The importance of investing in sports development  

Private-sector investment in sports development has transformative effects on communities. It helps curb youth violence, promotes gender equality, and enhances social skills. 

UNICEF’s Sport for Development (S4D) initiatives show measurable impact: 

  • A 77% reduction in violence in participating communities. 
  • An 81% improvement in school attendance. 
  • A 76% increase in key life skills, such a teamwork, cooperation, and respect.  

Participating in sports makes young people more resilient, enhances mental and physical health, and helps combat non-communicable diseases. 

It also plays a crucial role in empowering marginalised groups, girls, young women, and people with disabilities. 

Sport as a tool for sustainable development  

While sport may not seem like a critical investment, given more urgent priorities, it is playing an increasingly important role in development.   

The UN Sustainable Development Goals note the “growing contribution of sport to the realization of development and peace”, with sport explicitly identified as an “enabler of sustainable development”.  

Several African countries area integrating sports into school curricula and using it as a medium for teaching vocational and employability skills, further entrenching its role in youth empowerment and economic growth.  

Corporate social investment (CSI) in sports development

According to Trialogue’s research into CSI spend in 2024, sports development was supported by 23% of companies surveyed, and received 1% of average CSI expenditure.  

Multidisciplinary sports received the highest percentage of sports CSI funding (33%) – a significant increase from 8% in 2023.  

This was followed by soccer (22%), cricket (11%), basketball/netball (10%) and athletics (10%).

Solutions: how companies can support sports development

Companies can advance sports development in Africa through strategic investments and partnerships.  

Here are some effective ways to contribute: 

  • Funding grassroots sports programmes by investing in youth sports academies, school programmes, and community leagues. 
  • Sponsoring coaching and leadership training, including coaches, referees, and sports educators. 
  • Providing sports infrastructure by building and maintaining sports facilities in underserved communities. 
  • Integrating sports with life skill and education. 
  • Promoting gender equality in sports by encourage girls to participate in traditionally male-dominated sports. 
  • Aligning corporate social responsibility initiatives with sports development goals to maximise impact.  

The potential of sports development in Africa extends far beyond recreation. It serves as a powerful tool for education, economic empowerment, and social transformation.  

By investing in sustainable healthcare solutions, companies can help improve quality of life, reduce disease burdens, and promote economic development.