Africa, July 10, 2025 — The IFC - International Finance Corporation (IFC), a World Bank Group member, and Proparco, a subsidiary of the France's Agence Française de Développement Group, have announced an equity investment of up to $50 million in Helios Sports and Entertainment (HSEG), a pan-African investment vehicle focused on sports, media, and entertainment. HSEG is wholly owned by Helios Investment Partners.
The investment targets key areas such as sports intellectual property rights, event management, infrastructure, retail, and hospitality. HSEG will collaborate with partners including NBA Africa, The Malachite Group (Afro Nation), PFL Africa, and Zaria Group to build a robust sports and entertainment ecosystem across the continent.
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According to PwC’s Global Sports Survey, Africa’s sports economy is projected to grow from $20 billion by 2035, with an expected doubling of the market by 2028 from its 2.8 percent growth in 2023, positioning Africa among the top three global regions for sports. The continent’s expanding youth population and increasing demand for diverse content are driving long-term growth opportunities, per the survey.
Despite this potential, the sector faces challenges due to limited funding for infrastructure, talent development, and intellectual property, which restricts job creation in fields like event production, broadcasting, digital content, and marketing, according to industry sources.
IFC is contributing up to $30 million, while Proparco is providing up to $20 million to the funding round. The partnership aims to combine capital and expertise to scale sustainable business models and enhance skills development in Africa’s sports and entertainment industry, according to the involved parties.
