Helios Targets Africa’s $20bn Sports Economy With New Investments

Helios Targets Africa’s $20bn Sports Economy With New Investments

Helios Investment Partners is expanding its investments in Africa’s sports and entertainment industries as the continent’s sports economy is projected to reach $20bn by 2035.
The investment firm is pursuing opportunities through its Helios Sports & Entertainment Group (HSEG), which focuses on sports, entertainment content and infrastructure. Its investments include NBA Africa, Professional Fighters League Africa (PFL Africa), Zaria Group and The Malachite Group.
Where Helios Plans to Invest
Helios is targeting several areas of the industry, including sports rights, talent development, live events and facilities. These investments could help African athletes and entertainers reach larger audiences while creating more opportunities for businesses.
NBA Africa manages the NBA’s business interests across the continent and is involved in the Basketball Africa League. PFL Africa focuses on mixed martial arts, providing a platform for African fighters to develop their careers and compete at a higher level.
The Malachite Group operates entertainment brands, including Afro Nation, while Zaria Group focuses on property and venues that can support sports and entertainment activities.

Together, these businesses give Helios access to different parts of the industry, from sporting competitions and music festivals to the facilities needed to host major events.

A $20bn Market Opportunity

The main figure behind the investment strategy is the projection that Africa’s sports economy could reach $20bn by 2035. This is a forecast, not money already generated by the industry.

The opportunity is supported by Africa’s growing youth population, expanding digital audiences and increasing demand for local sports and entertainment content. As more people watch competitions online and attend live events, businesses can generate revenue through sponsorships, broadcasting rights, ticket sales and advertising.

Nigeria is also attracting investment. According to a report by BusinessDay, the country’s sports sector attracted more than ₦50bn in private-sector investment in 2025.

However, the industry still faces challenges, including limited sports facilities, insufficient funding for talent development and underdeveloped commercial rights.

What It Could Mean for Jobs and Media

More investment could create employment beyond athletes and performers. Sporting events and entertainment productions need journalists, camera operators, editors, marketing professionals, event planners, technicians and security workers.

Media businesses could also benefit from greater investment in broadcasting and digital content. Better production facilities and stronger commercial partnerships could help local media companies cover more competitions, reach wider audiences and earn revenue from sports content.

Young athletes may benefit from improved training opportunities, professional competitions and pathways to international exposure. Local businesses could also gain from supplying equipment, transport, hospitality and other services for events.

However, growth is not guaranteed. Investors and businesses will need to build sustainable revenue streams, develop local skills and improve infrastructure if the sector is to deliver lasting benefits.

Helios’ strategy highlights the commercial potential of African sports and entertainment. If the investment leads to stronger businesses, improved media coverage and more employment, the industry could become an increasingly important contributor to the continent’s economy.