The Scores Report #5: Africa & the Next Billion Fans

The Kick Off: Welcome to The Scores Report brought to you by Africa Scores and distributed by AFROBALLERS. We are energised by our newsletter’s growth trajectory over the last year, notably thanks to our partners, Afroballers and 10K Sports and Wellness Fund. In the past year, our newsletter grew strong: our average monthly growth rate reached 23% and our open rate remains well above 60%, surpassing industry benchmarks. 

We continue to learn from the industry, its needs and where our value proposition makes the most sense. Earlier in December, we unveiled our new website which we will continue to enhance.

We look forward to unveiling some of our activities for the year in the coming weeks but first, we are excited to share Africa Scores’ first report based on primary data.

Today, we are proud to share Africa Scores’ first-ever report grounded in primary data marking a key milestone in our commitment to original, Africa-centric sports intelligence. Built in partnership with our near decade-long friends at Kasi Insights, the Next Billion Fans report is a first of its kind exploration into African football fandom, the commercial behaviour and potential of African fans. We are thankful to our partners, Africa Worldwide and 10K Sports and Wellness Fund for their support.

THE 3-POINTER

Football isn’t just the biggest sport; it’s also an identity engine.

Football functions as an identity engine. Over half of African fans (47%) rate football as central to their identity. The sport shapes social interactions, digital conversations, weekend routines, and lifestyle choices. Economically, 43% of fans are employed, 37% are self-employed, and 17% are students, leaving just 5% unemployed. Many fans earn outside conventional structures yet remain deeply invested in football culture and consumption. Football’s commercial potential exists naturally, rooted in its intrinsic value to fans’ identities, which drives emotional, financial, and social investment organically. To learn more about how much African football fans are willing to pay on a yearly basis on football merchandise and by-products, click here.

Club loyalty is not exclusive, and that's where the opportunity lies.

Club loyalty in Africa is dynamic rather than inherited. Fans support teams for multiple reasons: 30% are drawn by success and trophies, 25% by favourite players, 24% by style of play, 13% by family tradition, and 8% by local pride. Performance, charisma, and tactical identity drive allegiance for 54% of fans, demonstrating that loyalty is earned through engagement rather than geography or tradition alone. This evolving fan behaviour opens opportunities for clubs, leagues, and brands to connect with new audiences, cultivate narratives, and forge lasting commercial relationships. As investment in infrastructure and talent development grows, from grassroots academies to elite competitions like the CAF Champions League and Africa Cup of Nations, fandom will increasingly transcend regional boundaries, adapting in parallel to emerging market opportunities. To learn more about African fans’ preference between local vs international championships, click here. 

African fans watch football everywhere, but digital platforms have become the new stadium.

African fans express their support everywhere, but digital platforms have become the new stadium. While only 4% regularly attend matches in person, 51% watch games at home and 32% in viewing centres or bars. Youtube is the most used platform for football content consumption and smartphones have officially surpassed TV as the preferred support (41% vs 40%) Live broadcasts remain the primary content engagement for 84% of fans, with highlights, analysis, player interviews, and memes supplementing the experience. Digital platforms facilitate conversations and community building, extending football’s reach beyond matchday and allowing fans to participate in a global discourse about the sport. To learn more about what African fans are expecting from broadcasters and sponsors, click here. 

The Africa Scores Next Billion Fans Report seeks to provide the strategic insight needed to navigate this vibrant, complex market. It uncovers not just who African football fans are, but why they watch, how they engage, what drives their commercial behaviour and their expectations. Understanding these factors is essential for unlocking the full potential of Africa’s growing sports ecosystem, a key emerging market for the global sports industry. As Africa continues to redefine its role in the global sports landscape, the report offers a foundation for stakeholders to connect authentically with fans and build sustainable growth strategies.

The full free version of the report will be released on Wednesday January 14th, 2026. 

The Score Board: Events and Jobs in the industry 

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A Final Note

SCORE WITH US

Africa Scores 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,