Nigeria’s sports economy is attracting increased commercial interest, with more than ₦50 billion in private-sector investment flowing into the sector in 2025 as global demand for African sports and entertainment grows alongside the continent’s young, digitally connected population and rising pool of athletic talent.
Across Africa, the sports economy is projected to reach $20 billion by 2035. Following growth of 2.8 per cent in 2023, the market is expected to more than double by 2028, placing it among the world’s top three regions for sports industry growth, according to PwC’s Global Sports Survey.
The continent’s expanding youth population and growing appetite for diverse sports and entertainment content are creating favourable conditions for long-term industry development.
However, Africa’s sports and entertainment sector remains largely underfunded, with limited investment in infrastructure, talent development and intellectual property. This funding gap also constrains employment opportunities, particularly for young people.
Helios Investment Partners aims to address these challenges through its Helios Sports and Entertainment Group (HSEG), combining capital, industry expertise and regional networks to scale commercially viable businesses and support capacity building and skills development across Africa’s sports and entertainment industries.
HSEG is Helios’ investment strategy focused on developing Africa’s sports and creative sectors. Its investments span sports intellectual property, talent, entertainment, venues and arenas, with interests in Professional Fighters League (PFL) Africa, NBA Africa, Zaria Group and The Malachite Group.
PFL Africa illustrates how sustained private-sector investment can help establish long-term sports platforms on the continent. Launched in 2024 as a joint venture between HSEG and the Professional Fighters League, the world’s second-largest mixed martial arts (MMA) league, PFL Africa extends the organisation’s global network into the African market.
The league is the first international MMA competition to establish a permanent presence in Africa, focusing on developing local talent, expanding audiences and creating pathways for African fighters to compete on the global stage.
In June 2026, PFL Africa staged its first Nigerian event at the Eko Convention Centre in Lagos. The event marked what was described as the largest MMA event in West African history, featuring eight Nigerian fighters, including Wasi Adeshina and Patrick Ocheme.
The competition gave local athletes the opportunity to compete in an international professional league on home soil. It also brought together key elements of the sports ecosystem required to establish an international sports property, including athletes, operational partners, live audiences and local activations.
Beyond PFL Africa, HSEG’s portfolio reflects a broader strategy to develop the infrastructure, intellectual property and commercial opportunities underpinning Africa’s sports and entertainment economy.
NBA Africa manages the NBA’s business operations and intellectual property across the continent, while Zaria Group develops and manages sports and entertainment-led venues and infrastructure. The Malachite Group, meanwhile, creates global content and live experiences through brands including Afro Nation.
Together, these businesses give HSEG exposure to companies positioned to benefit from growing global demand for African talent and the expansion of the continent’s domestic media market.
“Helios has for over two decades exclusively focused on harnessing the wealth of investment opportunities in Africa, generating both competitive returns and real socio-economic impact. Helios Sports and Entertainment Group is a demonstration of our unwavering passion for Africa and its people and the continuation of the Helios investment strategy, creating unique investment opportunities in sports and entertainment across a broad spectrum, from seeding start-ups to providing companies with growth capital and expertise,” said Tope Lawani, Co-Founder and Managing Partner, Helios Investment Partners LLP.
As international interest in African sports and entertainment continues to rise, investment in the platforms, infrastructure and businesses needed to sustain that growth is becoming increasingly important. Through HSEG, Helios Investment Partners is positioning itself to capitalise on the continent’s expanding sports economy while supporting the development of commercially sustainable opportunities across the sector.
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