Africa must urgently reposition sport from a cultural pastime into a fully fledged economic sector if it is to unlock jobs, investment and global competitiveness, Minister for Sports and Recreation, Kofi Iddie Adams, said at the opening of the AIPS (Association of International Sports Press) Africa Conference in Banjul.
Speaking to sports journalists and policymakers from across the continent, Adams said that while sport is widely recognised for its social and unifying power, it remains structurally undervalued in Africa’s development agenda despite its proven global commercial potential.
“Across Africa, we recognise sport’s ability to unite communities, inspire youth, and bolster national identity,” Adams said. “Yet, despite this shared understanding, sport remains undervalued as a strategic economic sector.”
Globally, the sports industry was valued at more than $512 billion in 2023 and is projected to reach $624 billion by 2027, driven by investment in infrastructure, media rights, sponsorship and digital monetisation. Africa’s sports economy, by contrast, is estimated at just $12 billion to $15 billion, less than 0.5% of continental GDP, even though the region accounts for about 17% of the world’s population.
Adams said the imbalance reflects deep structural weaknesses, including poor infrastructure, weak commercialisation frameworks, governance gaps and restrictions on intra-African mobility for athletes and fans. He noted that Africa continues to export elite talent at low value while importing costly foreign sports content.
“We export our talented athletes at low costs and consume expensive foreign sports content, yet we have the capacity to create and retain significant value here at home,” he said.
The minister pointed to emerging models in countries such as Morocco, Rwanda and Tanzania, where deliberate policy alignment and investment have positioned sport as both an economic and diplomatic asset. He said similar reforms are underway in Ghana, where government is repositioning sport as a pillar of national development.
These measures include restoring free-to-air broadcasting of the Ghana Premier League, increasing prize money and establishing the Ghana Sports Fund as a permanent financing mechanism to support infrastructure, grassroots participation and athlete development. The reforms have helped Ghana host 12 international sporting events in 2025, strengthening its profile as a multi-sport destination ahead of upcoming continental championships.
Adams also cited the role of sports media in shaping investor confidence and public trust, urging journalists to uphold ethical standards and responsible reporting as the sector evolves.
“Sport is no longer just about entertainment; it’s about jobs, content, tourism, identity, and power,” he said. “The question is whether Africa is prepared to remove barriers, enforce frameworks, and treat sport as a production and export industry.”
The AIPS Africa Conference continues in Banjul, bringing together sports leaders and media executives to chart strategies for turning Africa’s sporting potential into sustainable economic growth and deeper regional integration.
