Africa Forward: Africa urged to unlock full value of its $12billion sports economy

At the just-concluded Africa Forward Summit 2026, African leaders and industry experts were urged to position sport not merely as entertainment but as a strategic engine for economic growth, youth empowerment, and continental integration.

The summit’s organisers called on the leaders to transform the continent’s sports sector from a talent exporter into a booming trillion-dollar economic apparatus.

Africa’s sports economy is currently valued at approximately $12 billion, according to research firm, BOOKINGS, accounting for roughly 0.5% of the continent’s GDP—significantly lower than the 5% global average—and is projected to exceed $20 billion by 2035 as commercial partnerships, broadcasting rights, and sports tourism continue to grow.

It is these staggering figures that prompted Agence Française de Développement (AFD), in collaboration with the French Embassy in Kenya and Kenyan partners, to put together a high-level segment dedicated to sport to run alongside the summit, which brought together various leaders, international athletes, youth groups, sports organizations, and development partners for a day-long showcase highlighting sport as a driver of social inclusion and sustainable development.

Football activities included a six-team youth tournament and penalty shootout sessions facilitated by community sports organizations, including Alive and Kicking, Futbol Mas, and Angaza Sport and Development Centre, with support from the Kenyan Football Federation and the Confederation of African Football (CAF).

The athletics demonstration featured training sessions and coaching methodologies led by Decathlon and Kiprun, Iten House of Coaches, and the Tegla Loroupe Peace Foundation, as well as a multi-kilometer race within the university grounds.

It is an event that culminated in a closing ceremony attended by Presidents Emmanuel Macron, William Ruto, and Diomaye Faye of Senegal, who interacted with young athletes, coaches, and sports development organizations to explore how Africa can unlock the full value of its sports economy.

“When supported by the right investments and policies, sports can become a powerful platform for job creation, skills development, infrastructure investment, and global influence,” said Macron.

The sports economy worldwide is estimated at 5 percent of GDP, but only 0.5 percent in Africa. If exploited, Africa’s sports and creative industries can offer policymakers innovative solutions. Especially, as regards job creation, and providing employment to the 15 million people entering the job market annually.