E1, LIVGOLF, PFL,NBA...HOW AFRICAN CITIES ARE ATTRACTING GLOBAL SPORTS BRANDS

It’s been a busy summer, here’s a shortlist of updates from us:

• We have launched the Africa’s Sports Business Calendar (beta), drop us a line if you have an event at the intersection of sports and business in Africa to promote.

• Distribution: Starting Monday, September 8, the newsletter moves to a Monday release. We’ll also announce a new distribution partner soon.

• Columbia Africa Conference — New York, Saturday, September 20: We are happy to curate a special panel on sports featuring 5x AfroBasket Women’s winner, Dr Sarah Ogoke, Paakow Essandoh of MIZIZI, Antonio DePina of Scoutz App and moderate and Arinze Emeagwali of Battle of Jollof. Early-bird pricing ends today, get it now.

• Power Play Event — New York, Wednesday, September 24: We’re supporting an event led by Aisha Shuhaibu. If it’s relevant to you or your network, we’d love to see you there—register here.

THE 3-POINTER

On August 25, PFL Africa confirmed it would host its semi-finals on October 18 at BK Arena in Kigali, Rwanda—marking what organizers describe as "the largest MMA competition ever held in East Africa." This announcement represents the latest in a coordinated wave of global sports properties establishing footholds across Africa. E1 Series will stage Africa's first electric boat racing championship in Lagos on October 4-5, 2025, while LIV Golf has scheduled its South African debut for March 2026.The convergence signals critical developments reshaping Africa’s sports industry.

1. African Markets Included in Global Sports Strategy

PFL executives describe Africa as "one of the fastest-growing markets for MMA," with the league pursuing a $1 billion valuation built partly on African expansion. E1's 2025 schedule now reaches over 1 billion potential viewers worldwide, with Lagos's 21 million population representing a critical demographic capture point. Finally, E1 counts Ivoirian legend Didier Drogba as one of its team’s ambassadors. These rights holders noticed something that a few have: with over 60% of the continent's 1.4 billion people being under 25, there is an opportunity to establish first-mover advantages in markets projected to experience sustained economic growth through 2030. Africa will increasingly matter in the global sports agenda, our thesis at #AfricaScores -and why we do what we do- is that understanding of Africa will be the true advantage that could make a model a success.

2. Infrastructure-Dependent ROI Models for Host Cities

Rwanda's BK Arena offers 10,000-seat capacity with state-of-the-art facilities, exemplifying the infrastructure threshold required for meaningful hosting benefits. Lagos expects the E1 Championship to boost tourism, attract international media attention, and stimulate local job creation, while positioning itself as an innovation hub. However, analysis reveals a critical success condition: host cities must demonstrate tourism infrastructure quality that matches the elevated international expectations these premium events generate. To ensure local buy-in, host cities shall also ensure that local expertise is leveraged to make these events culturally relevant for the population in these cities.

3. Saudi’s Growing Footprint in Africa’s Sports Busienss

SURJ, Saudi Arabia's sovereign wealth fund–backed sports investment vehicle, holds stakes in nearly every company that has recently announced expansion into Africa. While no direct link has been publicly acknowledged, the pattern points to a deliberate strategy to embed Saudi influence within the African sports ecosystem. By 2035, the Kingdom’s sports industry and that of Africa are projected to be of comparable scale. Steering its portfolio companies toward African markets, SURJ is once again demonstrating a generational vision in shaping the future of global sports. At #AfricaScores, we firmly believe that the King’s League will be next.

Sindiswa’s Corner Kick

ANGOLA’S BACK

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.

For many Africans, Luanda is a city that is not on our radar. The language barrier and the lack of direct flights with other regions on the continent make it less of an obvious destination. This did not however deter fans to attend the 2025 AfroBasket that saw the host, Angola, get away with victory after a thrilling competition.

In club and international basketball, Angola has often been seen as an African giant, but what has truly fuelled their success on the court ? Read on 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 Friday after next,