Africa could create hundreds of thousands of jobs and unlock billions of dollars in economic activity by treating sport as an industry rather than simply entertainment, NBA Africa Chief Executive Clare Akamanzi said on Wednesday.
Speaking at the Africa Mindset Reset Forum in Kigali, Akamanzi pointed to the Basketball Africa League (BAL) as evidence of the economic potential of sport on the continent.
The league has helped create more than 37,000 jobs and contributed over $250 million to Africa’s gross domestic product since its launch in 2021, she said.
Akamanzi said sport supports a far wider economy than professional athletes, creating opportunities for coaches, referees, medical personnel, journalists, broadcasters, technology companies, marketers, transport operators and hospitality businesses.
She said the opportunity could expand significantly as African sports leagues grow. If the BAL expands its footprint to 20 countries, its economic impact could reach billions of dollars.
Over the next decade, basketball alone could support up to 650,000 jobs and contribute about $5 billion to Africa’s GDP, according to projections cited by Akamanzi.
She called on African governments to give sport a more prominent place in national development plans and to view investment in the sector as part of broader economic policy.
Akamanzi also urged parents and educators to stop treating sport and education as competing choices, saying participation in sport can help young people develop discipline, teamwork, leadership and resilience.
Africa, she said, should also focus on building stronger sporting ecosystems at home so that more of the economic value generated by African talent remains on the continent.
The Africa Mindset Reset Forum, organised by the African School of Governance, brought together political leaders, business executives, academics and young leaders in Kigali on August 25-26.
