Insights
Thinking about African sport as an industry
Sports economy, sponsorship, governance: our convictions, grounded in Mahama Coulibaly’s talks and in the field.
Sponsorship · September 2026→Sports economy · September 2026→
Sponsorship is not philanthropy
In Africa, too many sports partnerships are signed the way one makes a donation. The market is maturing: companies now want objectives, indicators and a return. That is great news for sport.
Economy, media, jobs: sport is an industry, not a pastime
As long as sport is treated as entertainment, it will be funded as an expense. Seeing it as an economic sector changes public policy, investment and careers.