Africa’s fast-growing sports and entertainment industries could emerge as major drivers of jobs, investment and economic growth if governments and private investors move beyond traditional stadium development and build integrated commercial districts capable of operating throughout the year.
Former FIFA Secretary General Fatma Samoura says countries such as Nigeria have the potential to lead this transformation by developing infrastructure that combines sports, entertainment, hospitality, retail, talent development and community facilities.
In an exclusive interview published by Nigeria’s The Punch, Samoura said Nigeria could position itself as one of Africa’s leading hubs for major sporting competitions, entertainment productions and the development of young talent.
The former FIFA official argued that Africa must rethink how it invests in sports infrastructure if the continent is to capture more of the economic value generated by its athletes, entertainers and creative industries.
“Nigeria could become a regional hub for major competitions, entertainment productions and talent development,” Samoura said.
Samoura, who served as FIFA Secretary General between 2016 and 2023 and was the first woman and first African to hold the position, said the future of Africa’s sports economy lies in integrated developments rather than standalone stadiums that are only fully utilised during major competitions.
“What I find interesting about ACG is that it looks beyond the traditional stadium model, towards sport and entertainment districts that work all year round, combining sport with hospitality, entertainment, retail, training and community facilities,” she said.
Her comments come as African countries increasingly seek to position sports and entertainment as commercially viable industries capable of attracting domestic and international investment while creating employment opportunities for young people.
Despite producing some of the world’s most successful footballers, athletes, musicians and entertainers, Africa continues to face a major infrastructure deficit that limits its ability to retain talent and capture the full economic benefits generated by its creative and sporting industries.
Samoura said Africa’s sporting talent remains globally competitive, but infrastructure for developing and retaining that talent is still inadequate.
“Africa’s sporting talent is world class, but the infrastructure to develop, retain and fully benefit from that talent is still largely absent,” she said.
The challenge for African governments and investors, she added, is to transform the continent’s sporting and creative potential into commercially sustainable projects that generate long-term economic value.
“The real question is how to turn that potential into bankable projects, quality jobs and long-term value for Nigerians,” Samoura said.
Samoura recently joined the Advisory Board of African Collaborations Group (ACG), a strategic project origination platform focused on advancing the industrialisation of sport across Africa.
ACG is promoting the development of integrated sport and entertainment districts designed to bring together governments, development finance institutions, private investors and sports stakeholders.
The projects are intended to move beyond single-purpose sporting facilities by creating commercially sustainable developments that can operate throughout the year.
Under the model, sports facilities could be integrated with hotels, retail centres, entertainment venues, training academies and community infrastructure, creating multiple revenue streams while supporting employment and business opportunities.
The approach could also help African countries prepare for major international sporting events while ensuring that infrastructure continues generating economic activity long after competitions have ended.
For Nigeria, Africa’s largest population and one of its biggest entertainment markets, the opportunity could be particularly significant.
The country already has a globally recognised music and film industry and a large youth population, alongside a strong sporting culture. Combining these sectors with modern infrastructure and private-sector investment could strengthen Nigeria’s position as a regional destination for sports competitions, concerts, film productions and talent development.
More broadly, Samoura’s vision reflects a growing conversation about the need to treat sport and entertainment not simply as cultural activities, but as industries with the capacity to support industrial development, tourism, urban regeneration and job creation across Africa.
ACG said its model originated from discussions around infrastructure development in Africa during Samoura’s tenure at FIFA, where she established the FIFA Task Force for Infrastructure Development in Africa.
As African economies search for new engines of growth, the expansion of commercially sustainable sports and entertainment ecosystems could offer countries an opportunity to retain more of the value generated by the continent’s world-class athletes, artists and creative talent.
The question, however, will be whether governments, investors and development institutions can work together to convert Africa’s enormous talent pool into the infrastructure, businesses and industries needed to build a globally competitive sports and entertainment economy.
