#AfricaScores is growing ! Our ultimate goal is to support the growth of the sports industry in Africa and building solutions towards that goal. In recent months, we have noted an uptick in events related to sports business but found it hard to keep track.

Our Africa’s Sports Business Calendar is intended to become the one hub where all stakeholders planning events can use to promote and share to a wider audience. Test our beta version and give us feedback.

THE 3-POINTER

With the 2025 FIBA Afrobasket tipping off, our research reveals an ecosystem of over 70 brands backing the competition, national teams, and federations. From local champions to global heavyweights, the sponsorship landscape spans a wide range of sectors—with apparel, finance, telecoms, and food & beverage emerging as the most represented industries. From grassroots connections to global plays, here are three key takeaways shaping the business of African basketball.

1. Local pride dominates the court
When it comes to partnerships with national teams and federations, 78% of brands are local, reflecting a deep connection between local business communities and their basketball teams. These deals often serve as a platform for homegrown companies to gain visibility across the continent especially on team’s jerseys or on social media. Notably, close to half the teams have apparel deals with local brands, including Malagasy sneaker brand Mpikifa, Angola’s brand FAST or Ethiopia’s Gofere -the only African brand represented despite the country of origin not playing in the competition. The prevalence of African brands is contributing to keeping the game’s identity authentically African and reinforcing the importance of homegrown sportswear in defining team image.

2. FIBA’s global portfolio leans East
On the global stage, all of FIBA’s partners have an established footprint in Africa. and over half of them are Asian companies—a sign of the continent’s growing importance in Asia–Africa business links. While FIBA has a defined global partnership program that gives limited options for regions to pick from, the fact that all these global brands have a level of presence in Africa whether through partnerships or direct retail presence shows that Africa is a dynamic marketplace and that global brands see value in being part of the sport’s ecosystem’s growth story.

3. One brand beats them all in reach
Across all countries, one name pops up more than any other: BetPawa. The sports betting company affiliated to Mr. Eazi has secured partnerships with multiple federations, Cameroon, Uganda and Rwanda, making it the single most present brand in this year’s Afrobasket landscape. Its strategy mirrors that of other betting giants in global sports—leveraging multi-country visibility to build brand recognition and customer loyalty at scale. In an effort to promote good governance, player welfare and circumvent the negative image often associated with sports betting, BetPawa launched its Locker Room Bonus program that aims to redistribute part of the company’s profits to players of both men and women’s teams of federations. In Africa, where regulations vary widely by market, BetPawa has managed to establish a stronghold in countries by supporting the federations. This approach not only maximizes exposure during high-profile tournaments but also reinforces the betting sector’s growing influence in sports sponsorship across the continent.

Our final report on brands at Afrobasket will be posted on our website on the day after the finals. Stay ready !

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.

East Africa is currently in the spotlight as it welcomes the African Nations Championship (CHAN) 2024, the panafrican football tournament dedicated to Africa’s homegrown talent. For Kenya, this tournament is more than just a football event; it represents an opportunity to evaluate its infrastructure, operational readiness, and fan engagement ahead of its responsibilities as a co-host for the Africa Cup of Nations (AFCON) in 2027. Regardless of the Harambe Stars’ results, Kenya aims to leave CHAN with the recognition of being a footballing nation.

CHAN serves as a dress rehearsal for both the organizers and the Harambe Stars, who recently appointed South African football legend Benni McCarthy as their head coach. The team remains unbeaten, having secured a 1-0 victory over Morocco on Sunday in front of a packed crowd at Moi International Sports Centre. With ticket demand soaring and incidents causing FKF to receive a total of $65,000 in fines due to safety concerns,  the Confederation of African Football (CAF) has limited capacity to 60% for the upcoming match against Zambia at Kasarani Stadium, balancing crowd safety with enthusiastic fan engagement.

“It has really been an important season for us to learn,” shared a senior representative for the Football Kenya Federation (FKF) with #AfricaScores. Hosting CHAN has provided a real-time blueprint for organizing major tournaments. “Facilities have been improved, we understand the required standards, and we now recognize the challenges we might face in 2027 and how to address them effectively,” they added.

Despite the construction of a 60,000-seat stadium at Talanta Sports City, the FKF representative remarked, “Even a 60,000-seater stadium is not enough,” emphasizing the passion for football in Kenya. The project, managed by the Chinese contractor China Roads and Bridges Corporation and supervised by the Kenya Defence Forces, is valued at approximately KSh 44.7 billion (around US$250 million) and is expected to be completed by December 2025. The tournament is also boosting commercial interest in Kenyan football. “More partners are now interested in collaborating with the Football Kenya Federation, particularly for the national team, and we’re currently having discussions about the upcoming season for our top league, the Kenyan Premier League. So, yes, it’s been an eye-opener,” noted the FKF representative.

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,