Helios Sports & Entertainment Group Backs Africa’s $20 billion Sports Economy

Across Africa, the underlying opportunity is becoming increasingly significant. Africa’s sports economy is projected to reach $20 billion by 2035. From a modest growth of 2.8 percent in 2023, the market is expected to more than double by 2028, making it one of the top three regions in the world, according to PwC’s Global Sports Survey. At the same time, a growing youth population and rising demand for diverse sports and entertainment content are creating favourable conditions for long-term industry development in the region.

However, at present, Africa’s sport and entertainment sector remains largely underfunded, with limited investment in infrastructure, talent development, and intellectual property. This funding gap also restricts employment opportunities, especially for young people. This is exactly the gap that Helios Investment Partners aims to address; it is combining capital, expertise, and regional networks to scale commercially viable models that will foster capacity building and upskilling in the Africa sports entertainment industry through its Helios Sports & Entertainment Group (“HSEG”).

HSEG is Helios’ strategy focused on the growth of Africa’s sports and creative industries with investments that span Sports IP, Talent, Entertainment, Venues and Arenas and  include investments in Professional Fighters League (“PFL”) Africa, NBA Africa, Zaria Group and The Malachite Group.

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PFL Africa provides a clear example of how long-term private investment can help build enduring sports platforms on the continent. Established in 2024 as HSEG’s joint venture with the Professional Fighters League (the second largest Mixed Marshall Arts (“MMA”) league in the world), PFL Africa represents the expansion of PFL’s global network into Africa. It is the first international MMA league to establish a permanent presence on the continent, with a focus on developing local talent, building audiences and creating pathways for African fighters into global competition.

In June 2026, PFL Africa held its first Nigerian event at the Eko Convention Centre in Lagos. This marked the largest MMA event in West African history with eight Nigerian fighters featured on the card, including Wasi Adeshina and Patrick Ocheme, giving local athletes the opportunity to compete within an international professional league on home soil. The event also brought together the wider ecosystem needed to establish an international sports property, including athletes, operational partners, live audiences and local activations.

Beyond PFL Africa, HSEG’s portfolio reflects a broader approach to building the sports ecosystem. NBA Africa operates the NBA’s business and intellectual property across the continent; Zaria Group develops and manages sports and entertainment-led venues and infrastructure, while The Malachite Group creates global content and live experiences through brands including Afro Nation. Together, these businesses give HSEG exposure to companies that benefit from the rapidly growing global reliance on African talent and the growth of the domestic African media market.

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“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 global interest in African sport and entertainment continues to grow, so too does the opportunity to build the platforms, infrastructure and businesses needed to support that demand, and Helios is positioning itself right at the heart of this growth.