Africa is evolving beyond being merely a source of top athletic talent; it is emerging as a significant investment opportunity in sports, entertainment, and cultural infrastructure. The sports and entertainment sectors on the continent are anticipated to exceed a market value of $20 billion by 2035, attracting institutional investors looking for sustained engagement with Africa’s growing consumer market and creative industries. Helios Investment Partners, one of the largest private equity firms in Africa, is among the most engaged investors in this space. The Helios Sports & Entertainment Group (HSEG) is making investments in various areas such as media rights, live events, venue development, and hospitality through its specialized vehicle. In June 2025, Helios obtained a $50 million equity investment for HSEG, spearheaded by the International Finance Corporation (IFC) and Proparco, which contributed $30 million and $20 million, respectively. The funding aims to aid HSEG’s growth in important areas like sports intellectual property, event production, and necessary infrastructure. Founded in 2021, HSEG was established to fill what Helios identifies as a significant shortcoming in Africa’s sports and entertainment industries. Although the continent has well-known talent and a rising audience, it still faces issues related to infrastructure, financing, and ownership. HSEG’s current investments include NBA Africa, the franchise’s regional branch; the Professional Fighters League (PFL Africa), which is expanding MMA in African markets; Afro Nation (through its interest in The Malachite Group), a premier platform for diaspora music festivals; and Zaria Group, a hospitality and venue development firm co-founded by Masai Ujiri, president of the Toronto Raptors. The company’s investments indicate a comprehensive approach to viewing sports and entertainment as catalysts for related industries, such as tourism, digital media, infrastructure, and job creation. A key project supported by HSEG is Zaria Court, a $26 million development in Kigali, Rwanda, located next to the BK Arena. In collaboration with Zaria Group, HSEG has developed a complex that will feature a boutique hotel, both indoor and outdoor sports amenities, studios for live performances and podcasts, as well as dining options. Project announcements indicate that this location is projected to generate over 500 jobs and is intended to serve as a prototype for future urban entertainment centers throughout the continent. In a public statement, Tope Lawani, Managing Partner at Helios, highlighted the enduring demand factors influencing the platform’s strategy: “We continuously encounter appealing opportunities fueled by Africa’s wealth of talent and the increasing demand for its content,” he remarked. “We are enthusiastic about leveraging HSEG’s distinctive market standing to generate economic value and make a real difference.” According to the IFC, Africa’s sports economy is expected to almost double by 2028, fueled by increases in population, urban development, and the embrace of digital technology. Nonetheless, only a limited number of companies have organized their portfolios to encompass the entire value chain—from content and intellectual property to event spaces and hospitality facilities. With newly acquired funding, HSEG intends to widen its operations across a larger variety of cities and industries.
