This week in New York, the JohnWallStreet Spring Huddle brought together leading voices in sports business to debate the future direction of the industry. TMRW Sports founder and CEO Mike McCarley advocated for treating sports entities as media businesses, emphasizing technology-driven fan engagement and content innovation—a strategy that has attracted a diverse group of global investors and cultural icons to TMRW’s projects including the TGL - the new tech-powered golf league. In contrast, Goldman Sachs’ Stacy Sonnenberg, Managing Director of Global Sports Finance,  focused on the foundational importance of infrastructure investment for sports entities.

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

Focus on infra or build media-focused companies ? Africa’s sports industry stands at a crossroads: the continent’s young, digital-savvy population is hungry for immersive sports experiences, yet the region’s infrastructure still lags behind global standards. While flagship projects like Masai Ujiri’s Zaria Court are setting new benchmarks for mixed-use, world-class facilities, there remains a significant gap between demand and supply. At the same time, the continent’s vast audience offers a compelling opportunity for rights holders to unlock new value through broadcast. Innovative formats such as African Warriors Fighting Championship  and the Basketball Africa League are exploring the power of streaming to increase their reach, with the former recently announcing a partnership with DAZN. Whether to fill in a stadium or to secure lucrative media rights deals, African sports entities must focus on building their brands. While some recent notable sponsorship deals emerged from B2B brands, including Africa Global Logistics’ renewed support of the CAF, recent months have seen an uptick in merchandising deal:

• Sporting Club Casablanca became the first Moroccan football team to secure a partnership with Nike. Founded by Moad Okacha and Amine Ben Jelloun, the club is pioneering a new playbook for women’s sports branding and athlete stardom in North Africa. Be on the look out for our case study next week on our website.

• Puma, a leading sports apparel brand  in African sports, has expanded its footprint by becoming the official shoe partner of Angola’s second most decorated basketball team and current Basketball Africa League champions, Petro de Luanda. This move, brokered by Afroballers, underscores Angola’s status as a basketball powerhouse and signals a broader commitment to African basketball by Puma. 

• Mo Dewji’s Simba SC announced a $14 million, five-year partnership with Jayrutty Investment Company for merchandising and kits supply. The company, tied to local government member Joseph Rwegasira, vowed to extend the deal  to infrastructure development of a dedicated training facility and stadium for the club.

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.

The recent NFL Draft saw two African athletes chosen in the first round: Armand Membou (7th pick, New York Jets) and Emeka Egbuka (19th, Tampa Bay Buccaneers). As the presence of African players in the NFL grows, the league is also increasing its presence in Africa, with a focus on developing Flag Football.

Last week, it was announced that Cairo will host the first Africa Flag 2025 Championships next June, organized by the International Federation of American Football. This event, featuring top men's and women's teams, will be a qualifier for the 2026 World Championships, a significant step before flag football's debut in the LA28 Olympics.

Flag football’s low barrier to entry (minimal equipment, non-contact format) makes it scalable and attractive for schools and communities, driving mass participation. The rising popularity of flag football in Africa offers brands new, more affordable opportunities to connect with young Africans.  Initiatives such as SWA Sports’ Game Day Flag Football or the Cleveland Browns and NAFA’s Gridiron Gems illustrate how flag football can facilitate brands' social responsibility efforts all the while supporting the growth of a sports with massive potential in Africa and beyond.  

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,