28/08/2026
Africa has a sports industry and ecosystem that is valued at around $12-15 billion, yet captures less than 3% of global sports revenue, which stands at a staggering $521 billion. This is a sad reality for a continent whose median age is 19.5, with a whole other conversation of untapped or poorly managed sporting talent, lacking structure and infrastructure.
Under the banner, "Where Africa's Sports Industry Meets Opportunity, Innovation and Investment" and the stewardship of the project lead, Bridget Umutoni, we were hosted to a multi-sectoral and stakeholder forum with discussions on unlocking Africa's commercial and economic potential, leveraging on our sporting talents and capabilities.
Sirua was well represented in the conversations that presented the theme "Advancing Africa's Sports Economy: Business, Investment and Sustainable Growth" which formed a bigger part of the discourse in culmination to a bigger forum and exhibition by Sportsbiz Africa Forum in Kigali, Rwanda later in September.
Dan spoke of the emerging demand to professionalize and institutionalize sports to a more sustainable pathway rather than a "side hustle"
Professional sports in Africa need to have a livable wage, and sportsmen deserve a dignified living that sets them up for retirement.
Penny spoke of building from the ground up with minimal support from stakeholders and "Big brother" partners. She reiterated the potential and growth of over the years albeit with growing pains from institutional failures and misdeeds.
She spoke on Kenya's recent thrust to the global map in the Ally Pally that saw sudden interest in darts and how organizations like Sirua are vital to sustain growing interests, investment and curiosity in sports.
The highlight of the day and probably the biggest take away from most of us who are engaged in the day to day runnings and management of a sports franchise was policy, investment, technology, infrastructure, media, business and collaboration go hand in hand in ploughing back talent and the economic potential of sports.