At a Glance
- African firms are investing in global sports, media, and entertainment with growing confidence.
- Paystack’s Shola Akinlade and others lead Africa’s new wave of sports acquisitions abroad.
- Rising venture funding highlights Africa’s expanding influence in the global creative economy.
African investors are making bold moves in global sports and entertainment sectors long dominated by Western and Asian money.
From football club acquisitions to billion-dollar streaming ventures, African capital is reshaping the business of culture.
Firms like Africa Sports Ventures Group, Silverbacks Holdings, and fintech co-founder Shola Akinlade’s investment in Denmark’s Aarhus Fremad show a new wave of confidence.
This shift reflects Africa’s growing influence, where sports, media, and technology now intersect to create global opportunities.
New faces, new stakes
One of the most active names is Africa Sports Ventures Group (ASVG), a pan-African agency that puts money into infrastructure, sponsorship, and sports content.
But its work goes deeper than cutting checks. ASVG is trying to build the systems and professionalism that make African sports sustainable, profitable, and respected internationally. The agency supports leagues, media projects, and youth programs that attract both African and global investors.
Another headline-grabber is Shola Akinlade, co-founder of fintech firm Paystack. When he bought a majority stake in Denmark’s Aarhus Fremad Fodbold, it stood out as a rare African-led acquisition in European football.
For Akinlade, the move wasn’t about prestige, it was about opening a pathway for African management and players to find a real footing in Europe.
Meanwhile, Silverbacks Holdings, based in Mauritius, is showing what African institutional money can do. The firm manages an estimated $10 billion across sports, entertainment, and technology. Its portfolio speaks to a growing confidence in Africa’s middle class and the global appeal of its culture.
And then there’s P1 Ventures, which recently closed a $50 million fund. Though primarily tech-focused, several of its bets touch the creative economy, from digital fan engagement to creator platforms, underlining how closely entertainment and technology now overlap in Africa’s growth story.
Technology, partnerships, and the global game
According to industry data, African startups in sports tech pulled in around $5 billion in venture funding in 2023. These companies are building analytics tools, ticketing systems, and fan platforms that meet global standards while still serving local needs.
Partnerships are also widening. African investors are working more often with established clubs, leagues, and production companies abroad. These alliances are helping to develop talent pipelines, co-produce entertainment content, and bring African culture into mainstream global brands, from fashion and streaming to live events.
Ventures that reflect Africa’s edge
In Nigeria, the African Warriors Fighting Championship has turned Dambe, a centuries-old combat sport, into a professional competition with fast-rising digital audiences.
In Kenya, Enda Sportswear designs high-performance running shoes made locally, blending sustainability with craftsmanship.
And in Morocco, Nuitee, a travel and leisure tech startup, recently raised $48 million in Series A funding, underscoring investor faith in Africa’s creative and experience-driven industries.
From club ownerships to billion-dollar equity deals, Africa is no longer content to play from the sidelines. It’s stepping into the boardrooms and investment rounds that shape global sports and entertainment. As these partnerships deepen, the world isn’t just watching Africa’s games or music anymore; it’s beginning to share in its stories, told on Africa’s own terms.
