We are super proud of our very own, Sindiswa Mabunda, who was recently announced as part of the champions selected in the BAL Advance Next Play program in partnership with Athletepreneur and Afreximbank. The program welcomed 150 applications and selected 26 former and current athletes for a 6-week series of workshop and programs around entrepreneurship and business skills. 

THE 3-POINTER

Last Friday in New York, Athlos 2025, the second edition of the track and field event founded by Alexis Ohanian, cemented itself as more than a competition but a new standard for women’s athletics, if not athletics in general. The event brought world class performances, an engaged audience with a sold-out crowd and over 30 000 views on Youtube alone as well as fresh ambition for the sport  with Ohanian reaffirming his ambition to build a Formula 1-like league around women’s athletics. 

What African Athletics need to truly shine on the global stages

African participation was strong but modest compared to last year when three athletes won their events. This year only Kenya’s Faith Kipyegon claimed Tiffany's crown and the $60 000 prize in her event. Seven African athletes competed compared to eight in 2024, earning a combined 126 000  dollars, 49%  percent less than last year. While African raw talent in athletics is real, it needs better systems to compete internationally: Ethiopia, with over sixty Olympic medals, still lacks a world class track. That contrast captures the challenge. The Confederation of African Athletics and World Wide Sports recently announced a partnership to change that through new training centers and grassroots programs. 

Bringing competitions home 

Africa’s next step is not only to compete abroad but to host at home. At #AfricaScores, we are bullish on identifying opportunities ot bring competitions like Athlos on the continent. There is a clear  new phase where African cities are seen as capable hosts for global events including the World Cup in Morocco in 2030 and other key competitions like LIV Golf, E1 or the UCI World Championships which recently completed in Kigali.  The 2026 World Athletics Relays in Gaborone will bring more than one hundred national teams to a city of under three hundred thousand people and aligns with the World Athletics Strategic Plans to develop more regional excellence hubs to Africa. 

It always comes down to brands

The World Relays in Gabonrone so far count World Athletics Partners but will need more African brands to build on the momentum: Athlos 2025 also confirmed that athletics is entering a new commercial era. Sponsors like CashApp, Tiffany, Toyota, and Instacart gave the event global polish.Brands are looking for authenticity, speed, and community,  qualities African athletes already embody. What is missing is a clear strategy to convert these qualities into structured partnerships. The future lies in building alliances between federations, athletes, and companies that see sport as both culture and investment.

Sindiswa’s Corner Kick

PLANTING FLAGS

Hi, I'm Sindiswa! I'm excited to carve out this little corner of the newsletter to share what I've been learning, who I've been speaking to, and everything happening in the vibrant world of African sports.

Dr. Patrice Motsepe's leadership, since his 2021 election, has transformed the Confederation of African Football (CAF) from financial instability to profitability. CAF announced a net profit of USD 9.48 million for the 2023–24 financial year and revenues of USD 166 million, the first surplus in years. This turnaround is attributed to Motsepe's 10-point plan focusing on governance, development, commercial partnerships, and youth investment.

The plan's success is evident in increased prize money for competitions, USD 35 million in development funding, and 16 new global sponsors. CAF projects a revenue of USD 312.9 million for 2025–26, with an expected surplus of USD 28.5 million. This financial stability allows for continued investment in competitions, infrastructure, and development. African football is experiencing renewed confidence and momentum, as seen in the success of recent AFCON tournaments and anticipation for future events as well as FIFA’s deployment of over 1 billion in the past decade. Read more here.

A Final Note

SCORE WITH US

#AfricaScores is growing ! We are open to receiving more contributions and provide a platform for African voices of the sports industry. Write to us here: [email protected]

If you are a corporation and would like us to explore an opportunity to collaborate on a knowledge product, please write to us at [email protected]

Until Monday after next,