This week in New York, Left Lane Capital-a growth equity fund specializing in high-growth consumer businesses-hosted a gathering of investors and founders for in-depth discussions on growth, consumer trends, and technology. A highlight of the event was a panel moderated by The Athletic’s Asli Pelit, a leading sports business journalist, who facilitated a conversation with Omer Atesmen (CEO, Snow League), Mike Dorfman (CEO, Pro Padel League), and Daniel Sillman (CEO, Relevent).A key insight came from Sillman, whose company, Relevent, recently secured the global commercial rights for UEFA’s top men’s club competitions-including the Champions League, Europa League, and Conference League-from the 2027-28 to 2032-33 seasons. This landmark deal ends a three-decade era dominated by TEAM Marketing, marking a significant shift in the sports marketing landscape. Sillman emphasized that, in today’s market, rightsholders need more than distribution-they need partners capable of uncovering and packaging compelling stories for the next generation of sports fans. Relevent’s innovative approach and vision for engaging global audiences were central to their successful bid, signaling a new chapter for UEFA’s commercial strategy.

Our report, the 2025 Africa Global Outlook in partnership with our good friends at the World Football Summit, is finally out. Download here.

THE 3-POINTER

Africa’s passion for sports is unrivaled, with the continent accounting for 20% of the Premier League’s global audience-an estimated 290 million viewers annually. These official figures likely understate the true scale, as they do not capture fans watching in public spaces or via unofficial streams. As Africa’s population continues its rapid ascent-projected to reach 25% of the global total within 25 years-there is a significant opportunity to monetize this growing fan base through sports content.

However, this opportunity comes with a critical caveat: while population numbers soar, disposable income is not keeping pace. Without long-term strategic planning and a nuanced understanding of what resonates culturally (as seen in the challenges faced by platforms like Amazon Prime Video), efforts to unlock value from Africa’s sports audience risk falling short. The path to successful monetization will depend on locally relevant approaches and innovative distribution models.

Emerging Models in African Sports Content Distribution

• Senegal’s Streaming Experiment: In October, Senegal’s Football League (LSFP) launched a new pay-per-view streaming platform for its First and Second Division games. Local fans pay $1.72 for a day pass or $17.20 for a season pass, while international viewers are charged $4.49 and $22.50, respectively. While the paywall has met resistance from some fans accustomed to free access via YouTube, the LSFP aims to generate new revenue streams from matches that were previously freely available. For more on African football and its media rights landscape - download our Africa Football Outlook here.

• Basketball Africa League (BAL) on YouTube: YouTube remains a primary device for sports consumption in Africa, with over 40 million users in Egypt and more than 20 million each in South Africa, Nigeria, and Morocco. The BAL has capitalized on this by making games freely accessible on YouTube, resulting in a 316% viewership increase during the latest season leg compared to the previous one in Morocco. The league is also investing in original content such as BAL Daily and the BAL Podcast to deepen engagement beyond live games.

• Orange’s Max it Super-App: With mobile internet penetration at 30% and rising, telecom operators like Orange are leveraging digital platforms to deliver sports content. Orange’s Max it super-app, now available in multiple African markets, integrates telecommunications, financial services, and digital content-including sports streaming through a partnership with Sports.com. Orange expects Max it to reach 45 million active users by the end of 2025, offering live sports, news, and exclusive content tailored for local audiences.

These examples illustrate the continent’s evolving sports content landscape. While the appetite for sports is immense, sustainable monetization will depend on affordable access, cultural relevance, and innovative partnerships that align with local consumption habits and economic realities.

Partners’ Corner

Introducing our latest format the Partners’ Corner: if you are an organisation and corporation and would like to deliver a specific piece of content to our audience, please write to us at [email protected]

Kingsley Pungong’s story on CNN Africa

The Rainbow World Group CEO has worked in the past decades on creating successful pathways for African football players to make it to the world’s biggest stages. Today, his vision has expanded beyond football and he teases his upcoming venture to CNN’s Larry Madowo. Watch:

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 appear on the newsletter or on a knowledge product, please write to us at [email protected]

Until Friday after next,