Helios Sports Targets Growth as Africa’s Sports Economy Expands

Posted : 14 October 2026

Helios Sports and Entertainment Group (HSEG) has highlighted the investment opportunities in Africa’s sports and entertainment industries, stressing the need for Nigeria to position itself to benefit from the sector’s projected growth by 2035.

According to a document made available to The Guardian, Africa’s sports economy could reach $20 billion by 2035. The report also points to increasing private-sector participation, a growing youth population and rising global interest in African sporting talent as factors that could support the industry’s expansion.

The organisation noted that Nigeria attracted more than ₦50 billion in private-sector investment into sports in 2025. It argued that the country could benefit further from the growing demand for sports and entertainment content, particularly among younger, digitally connected audiences.

Despite these opportunities, HSEG identified limited funding for infrastructure, talent development and intellectual property as major challenges facing the continent’s sports industry. It said the funding gap also restricts employment opportunities for young people and slows the development of commercially sustainable sports businesses.

To address these challenges, Helios Investment Partners has established HSEG as its strategy for investing in sports and creative industries across Africa. Its investment interests span sports intellectual property, talent, entertainment, venues and arenas.

Helios Investment Partners co-founder and managing partner Tope Lawani said the group's strategy focuses on combining capital, business expertise and regional networks to develop sustainable sports and entertainment platforms.

One of its major initiatives is Professional Fighters League (PFL) Africa, a joint venture established in 2024 to expand the global mixed martial arts organisation's presence on the continent. The initiative aims to develop African fighters, grow local audiences and create opportunities for athletes to compete on the international stage.

PFL Africa held its first Nigerian event at the Eko Convention Centre in Lagos in June 2026. The event featured eight Nigerian fighters, including Wasi Adeshina and Patrick Ocheme, and was described in the report as the largest mixed martial arts event in West African history.

The event also demonstrated the commercial potential of combining international sports brands with local athletes, event organisers, audiences and business partners. Such activities could help strengthen the professional sports ecosystem and create additional opportunities across the industry.

Beyond mixed martial arts, HSEG's portfolio includes NBA Africa, which manages the NBA's business and intellectual property interests across the continent. Its other investments include Zaria Group, which develops sports and entertainment venues, and The Malachite Group, which produces global content and live experiences through brands such as Afro Nation.

Lawani said these investments reflect Helios' broader approach to developing African businesses, from supporting emerging ventures to providing established companies with growth capital and expertise.

He added that growing international interest in African sports and entertainment presents an opportunity to build stronger infrastructure, commercial platforms and businesses capable of serving both local and global audiences.

For Nigeria, the challenge will be converting rising investment and international attention into sustainable businesses, improved sporting facilities, professional opportunities for athletes and long-term economic benefits.

Helios Sports Targets Growth as Africa’s Sports Economy Expands

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