From recreation to economic driver: an evolution in African sports

African football, and African sports more generally, are at an inflection point and the continent’s lawyers have a key role to play in helping transform the sector from its traditional health and social benefits to also becoming a strong economic driver for Africa’s future, say sports business experts Brian Wesaala and Joy Wanyika.

“It has been interesting for me, to see that it's lawyers who have been the first movers when it comes to the business of sports, the business of football in Africa,” says Brian, an IT professional turned sports entrepreneur, and founder and CEO of The Football Foundation for Africa (FFA), which is working to transform African football into a powerful driver of sustainable development and social change. 

Since 2022, the FFA has organised the Africa Football Business Summit, which each year brings together hundreds of visionary leaders, innovators, and top legal minds from dozens of countries to discuss issues, share insights, make connections, and help Africa’s footballing ecosystem transform into a significant economic and social force through improved investment, governance, and grassroots development. 

Last month’s fourth Summit in Mombasa, Kenya, couldn’t have come at a better time, says sports lawyer Joy Wanyika of TripleOKLaw, who was part of the content creation team. “From governance and integrity, to storytelling, branding and the commercial growth of the game, it reignited my drive to keep building at the intersection of these worlds, where passion meets purpose and opportunity.”

With Kofi Iddie Adams, Ghana’s Minister for Sport and Recreation, as Chief Guest and expert speakers from several African countries, Europe, and North America - federation presidents, club executives, investors and innovators - the Summit stoked authentic connections, bold ideas, insightful discussions on the future of African football, business, and governance, and a shared vision to elevate African sport. 

“It was a success in many ways, especially to see people now starting to talk about African models of governance that need to be implemented in order to grow the industry in Africa more sustainably,” says Brian. “For me that was a highlight, or what I envisioned when I decided to organise the first Summit, just to create a platform that is Afrocentric but at the same time very welcoming to global views.”

This year’s Summit really highlighted that African football, and sports more generally, are at a turning point, notes Joy, with growing awareness when it comes to the importance of governance, data, commercial sustainability, and the legal sector. 

Sports law, like the wider sector, is also undergoing a rapid evolution in Africa. 

While the first-movers in that space were initially focused a lot on agency, player contracts, and individuals, say Brian and Joy, sporting organisations, governments, and lawyers are now being challenged to start thinking about sports policy and governance at a broader level, and the sector’s impact on African economies and development. 

Brian and Joy agree with the likes of former Denver Nuggets GM and Toronto Raptors President Masai Ujiri, who believes “sports is the next big thing in Africa” and is investing in the continent, and Forbes, who estimate the African sports market could nearly double in value to more than $20 billion over the next decade.

“This is why I say we need African models of sports governance, and to see how these plug into the global ecosystem, which is very important to build the right capacity for the industry,” says Brian. “We are looking forward to exponential growth in terms of future investments coming into the sports space in Africa.”