Industry Chatter: Last week in Johannesburg, on the sidelines of the BAL’s playoffs, Champs for Change gathered industry stakeholders to celebrate the release of its first of its kind, Sports Volume a collection of stories of 40 leaders in the industry of sports in Africa. #AfricaScores’ story is featured and it is a great honour ! Order the book here. .

THE 3-POINTER

Egypt’s Al-Ahly, South Africa’s Mamelodi Sundowns (a club owned by CAF President Patrice Motsepe), Tunisia’s Esperance and Morocco's Wydad Casablanca, are four among the 32 teams competing in the FIFA Club World Cup taking place across the US this summer. While some have questioned the financial viability of the tournament, African clubs continue to earn their place, elevate their brands and put African football on the map. The Mamelodi Sundowns’ victory against South Korea’s Ulsan HD was a stunning outcome for the club and largely for African football, suggesting that African clubs are not mere participants but actual contenders in the competition. Here are three strategic moves clubs should make to make their presence count:

1. Spotlight the Nation Behind the Club: The Club World Cup in essence can be seen as a teaser for the upcoming 2026 FIFA World Cup. As such, African clubs should position themselves not just as representatives of their city or institution, but as cultural ambassadors of their home nations and for Africa.  Engaging national tourism boards and ministries of culture to co-create campaigns can help widen appeal and create visibility that extends beyond matchdays. Additionally, each country counts a significant diaspora across the cities where the clubs are playing the initial rounds: according to estimates, the state of Florida where Al-Ahly is currently competing counts 20,000 people of Egyptian descent. Matchdays activation can enhance fan engagement with these population segments, widen the clubs’ fan bases and prepare the ground for the 2026 FIFA World Cup. 

2. Attract New Global Marketing Partners: The Club World Cup is a rare gateway for African clubs to access audiences and brands outside their domestic leagues. This is the time to approach US brands looking to penetrate African markets. With football’s zeitgeist, the global African diaspora’s cultural impact and a rapidly growing youth, the data case is compelling. Aligning with brands that share values around youth, resilience, or innovation can lead to partnerships that create value beyond the tournament. In a similar manner, clubs can leverage the visibility provided by the competition to create impactful campaigns around local brands.

3. Bring Prize Money to Reinvest Home: Competitive credibility is essential for African football financing. Participating in the competition alone will grant each club USD 9.55 million: that nearly amounts to the full prize money pool of last year’s Africa Football League. By winning its opening fixture, the Mamelodi Sundowns already secured a bonus of USD 2 million out of the USD 1 billion prize pool that FIFA allocated to the tournament.  This game-changing sum for African clubs can be used to enhance overall performance, invest in talent development and in local infrastructure. A good performance on the pitch can also lead to more transfer for African players on US soil: in the current rosters, the MLS and USL respectively count 36 and 10 African-born players.

Sindiswa’s Corner Kick

BAL CELEBRATES SEASON 5 WITH MORE LOCAL PARTNERS

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.

Initially backed by global partners like FIBA, Nike, and Jordan Brand, the BAL is now driven by localized partnerships for greater economic impact across Africa. Clare Akamanzi, CEO of NBA Africa, emphasized partnerships as a core part of BAL's identity.

This year's campaign highlighted homegrown sponsorships, with new partners like Visit Morocco, Air Senegal, Wave, and Woodside Energies. In South Africa, where the finals took place for the first time, the BAL added Energade, Hyundai, and Uber to its roster. The increasing number of African sponsors and regional activations signifies a shift from reliance on global stakeholders to creating shared value within the continent. For brands, the BAL offers not only visibility but also an opportunity to be part of an ecosystem that intertwines sport, culture, and economic transformation.

Data from the first four seasons shows the league generated $250 million in GDP contributions and supported 37,000 jobs. Akamanzi anticipates these numbers will increase to $5.4 billion and 650,000 jobs within the next decade. “We aim to make meaningful differences in the economies of Africa and positively impact those working within the sports industry,” Akamanzi concluded.

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,