Nigeria attracted more than ₦50 billion in private-sector investment into its sports industry in 2025, as investors seek to capitalise on growing demand for African sports and entertainment and the continent’s expanding pool of athletic talent.
The investment comes as Africa’s sports economy is projected to reach $20 billion by 2035. The market is also expected to more than double by 2028 from its 2.8 per cent growth rate in 2023, according to PwC’s Global Sports Survey.
Helios Investment Partners is among the investors targeting the sector through its Helios Sports & Entertainment Group (HSEG), which focuses on developing businesses across sports intellectual property, talent, entertainment, venues and arenas. Brandspur Brand News reports that its portfolio includes PFL Africa, NBA Africa, Zaria Group and The Malachite Group.
The investment strategy comes against a backdrop of limited funding for sports infrastructure, talent development and intellectual property across Africa. The funding gap has also constrained the sector’s capacity to create employment opportunities, particularly for young people.
One example of HSEG’s activities is PFL Africa, a joint venture established in 2024 with the Professional Fighters League. The platform aims to develop African mixed martial arts talent, grow local audiences and provide fighters with opportunities to compete in international professional competitions.
In June 2026, PFL Africa staged its first Nigerian event at the Eko Convention Centre in Lagos. Eight Nigerian fighters featured on the card, including Wasi Adeshina and Patrick Ocheme. The event was described as the largest mixed martial arts event in West African history.
HSEG’s other investments target different parts of the sports and entertainment value chain. NBA Africa manages the NBA’s business and intellectual property across the continent, while Zaria Group develops sports and entertainment venues. The Malachite Group produces global content and live experiences through brands including Afro Nation.
Tope Lawani, co-founder and managing partner of Helios Investment Partners LLP, said the group’s strategy combines capital with industry expertise to create investment opportunities across Africa’s sports and creative industries, from supporting start-ups to providing established businesses with growth capital.
Although the continent’s sports economy is attracting increasing attention, the scale of its projected growth will depend in part on investment in the infrastructure, talent and commercial platforms needed to turn audience demand into sustainable businesses.
