Sports Marketing
Hosting Sports Events In Africa: Lessons And Opportunities
By Richard Wanjohi
Introduction
In January 2025, Kenya was given the chance to work on its stadia as it prepares for the CHAN football tournament. The CAF African Nations Championship abbreviated as CHAN is a biennial tournament featuring players from African national leagues.
Africa’ s emergence as a viable destination for global sports events is no longer a speculative vision- it’ s a reality. From electrifying atmospheres of the Africa Cup of Nations( AFCON) to the groundbreaking Basketball Africa League( BAL), the continent is proving it can host world-class events while delivering unique value to fans, sponsors, and host nations.
Yet, as Africa’ s sports ecosystem evolves, stakeholders must balance ambition with pragmatism, learning from past challenges while capitalizing on the continent’ s vast potential.
This article explores the lessons learned from recent African sports events and examines the opportunities that lie ahead, blending local insights with actionable strategies for brands, federations, and governments.
Lesson 1: Infrastructure Investments must be Strategic- not just Symbolic
Hosting major events in Africa often requires significant infrastructure development, but the key lies in prioritizing long-term utility over shortterm spectacle. Take the 2023( Africa Cup of Nations) AFCON in Côte d ' Ivoire: the government spent over $ 1 billion to build or renovate six stadiums, including the futuristic 60,000-seat Alassane Ouattara Olympic Stadium. While the tournament dazzled global audiences, critics questioned whether such projects align with post-event needs.
Central African state Cameroon’ s 2021 AFCON experience offers a cautionary tale. Delays in stadium construction and concerns about readiness led to rumors of the tournament being relocated. However,
As the continent moves forward, embracing digital transformation, investing in grassroots development, and fostering better governance will be crucial in unlocking its full potential in the sports industry. For stakeholders across the board- be they governments, sponsors, or local communities- those willing to invest thoughtfully will reap rewards on and off the field.
once completed, the infrastructure became a catalyst for local football development and youth programs.
“ Stadiums are just the start,” says sports analyst Lerato Molefi.“ The real ROI comes from integrating facilities into community ecosystems- schools, training centers, and public transport.”
The Opportunity: Hybrid funding models, blending public investment with private partnerships, can ease financial burdens. Rwanda’ s Kigali Arena, a $ 104 million multipurpose venue built with Chinese collaboration, now hosts BAL games, concerts, and conferences, ensuring year-round use. Similarly, South Africa’ s Moses Mabhida Stadium, a 2010 FIFA World Cup legacy asset, generates revenue via stadium tours, bungee jumping, and cultural events.
Lesson 2: Local Culture is a Marketing Superpower
African events often thrive when they embrace the continent’ s cultural richness. The 2019 AFCON in Egypt set attendance records not just for football, but for its fusion of sport and art. Prematch performances by Afrobeat stars like Burna Boy and local artisans selling crafts in fan zones created a multisensory experience that resonated globally.
The BAL, a joint NBA-FIBA venture, has mastered this approach. Its 2023 season opener in Senegal featured traditional drummers, graffiti artists, and a halftime show by Senegalese sensation Viviane Chidid.
“ We’ re not just exporting basketball; we’ re showcasing African creativity,” BAL President Amadou Gallo Fall noted.
The Opportunity: Brands can tap
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