The African Union Sports Council (AUSC) and the Ministry of Sports of Rwanda have announced a major partnership to co-host the Policymakers Round table during the second edition of the SportsBiz Africa Forum (SBA 2025). The event will take place from September 9 to 10, 2025, in Kigali, Rwanda.
The SportsBiz Africa Forum was first held in 2024, with the aim of promoting Africa’s sports industry as a strong driver for economic and social development. The organizers believes that sports can create more jobs, boost innovation, and bring unity to African countries if the right policies are put in place.
Figures show that Africa’s sports industry is worth between 12 and 15 billion US dollars, but experts say it can grow much bigger. The sector is projected to grow at about 8 percent every year and could reach over 20 billion US dollars in a few years. However, its current contribution to Africa’s economy is still small — only about 0.5 percent of the continent’s GDP, compared to the global average of 2 percent.
A survey conducted by the African Sports and Creative Institute ( ASCI ), which involved 3,000 sports business professionals, revealed that the sports industry in Africa faces a tough business environment. The challenges include poor governance, weak infrastructure, lack of skilled human capital, and difficulties in accessing finance. Many investors say the high cost of capital also discourages them from putting money into the sector.
The Policymakers Round table in Kigali is designed to tackle these challenges. It will bring together African government ministers, leaders in the private sector, representatives of multilateral institutions, and civil society members. The goal is to agree on strategies that will make it easier to invest in sports across Africa and to align national plans with the African Union’s Sports Policy Framework and Agenda 2063 — the AU’s long-term plan for inclusive and sustainable growth.
Some of the expected results of the Round table include a clear pathway for national and regional sports investment policies, recommendations for tax and fiscal incentives that can attract investors, and a plan to improve data collection so that governments can make informed decisions about the sports sector.
Rwanda’s Minister of Sports, Nelly Mukazayire, said the gathering would be an important turning point for African sports. According to her, “This Round table marks a pivotal step in unlocking the transformative potential of Africa’s sports industry. By strengthening our national policies and aligning them with Agenda 2063, we aim to foster a thriving sports ecosystem that drives job creation, sparks innovation, and accelerates socio-economic development across the continent. Together, we are setting the stage for a new era where sports becomes a powerful catalyst for Africa’s growth and global leadership.”
The Head of the African Union Sports Council, Dr. Decius Chipande, also stressed the importance of the event. He said, “This partnership involves every country in Africa and reflects our commitment to turning challenges into opportunities. The Round table will greatly complement the AU Policy Framework in empowering investors and communities to ensure Africa’s sports sector reaches its global potential.”
The AU Sports Council is the continental body responsible for coordinating sport and physical activities across African Union member states. It works to promote and develop sports, align sports policies with Agenda 2063, and use sports as a tool for unity across the continent.
The SportsBiz Africa Forum is fast becoming the main Pan-African platform for encouraging investment in sports. In addition to the Policymakers Round table, the 2025 edition will also introduce “The Dealroom,” a new initiative that will connect investors with well-selected business opportunities in the sports sector. Organizers say this will make it easier for serious investors to meet credible sports projects across the continent.
With more African countries looking to grow their sports industries, the 2025 SportsBiz Africa Forum in Kigali is expected to attract policymakers, investors, athletes, and industry stakeholders from across the world. Many see it as a unique opportunity to build stronger sports structures that will not only improve performance in international competitions but also make sports a solid part of Africa’s economy.
