https://en.sputniknews.africa/20260611/africa-is-leading-it-not-just-playing-it--expert-on-sports-revolution-reshaping-continent-1086572809.html
"Africa is Leading It, Not Just Playing It" – Expert on Sports Revolution Reshaping Continent
"Africa is Leading It, Not Just Playing It" – Expert on Sports Revolution Reshaping Continent
Sputnik Africa
Across Africa, sport is no longer just a cultural heartbeat but a fast-evolving economic force, driven by rising fan engagement, digital participation, and... 11.06.2026, Sputnik Africa
2026-06-11T14:28+0200
2026-06-11T14:28+0200
2026-06-11T14:28+0200
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"Africa is Leading It, Not Just Playing It" – Expert on Sports Revolution Reshaping Continent
Sputnik Africa
Across Africa, sport is no longer just a cultural heartbeat but a fast-evolving economic force, driven by rising fan engagement, digital participation, and growing investment. From packed stadiums to global viewership, the continent is redefining how sport connects communities, builds identity, and unlocks new pathways for growth and influence.
This transformation reflects a broader shift in how African sports are experienced and valued. What was once largely about entertainment has expanded into a dynamic ecosystem shaped by media rights, infrastructure development, and grassroots investment. Increasingly, sport is becoming a vehicle for economic expansion, youth empowerment, and continental storytelling on a global stage.Global South Pole spoke to Magdaline Sekhu, an African sports expert and co-founder of Sanctuary Inheritance Group, South Africa, to understand what this growth means for the African continent. The South African sports expert explained that African sport is entering a new phase where it is recognized as both an economic driver and a cultural asset. She highlights the rapid growth in investment, digital engagement, and infrastructure, noting that the sector is steadily positioning itself as a major contributor to GDP, job creation, and long-term development across the continent.To find out more, tune in to the Global South Pole podcast, brought to you by Sputnik Africa.In addition to the website, you can also catch our episodes on Telegram.► You can also listen to our podcast on Apple Podcasts, Spotify, Deezer, Castbox, Pocket Casts, Afripods, Podcast Addict, Overcast, and Mave Stream.► Check out all the episodes of Global South Pole
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south africa, podcasts, sport, football player, football, african football confederation (caf), football club, the national basketball association (nba), investment, technology, youth, infrastructure, africa cup of nations (afcon), fifa world cup, nigeria, аудио
south africa, podcasts, sport, football player, football, african football confederation (caf), football club, the national basketball association (nba), investment, technology, youth, infrastructure, africa cup of nations (afcon), fifa world cup, nigeria, аудио
"Africa is Leading It, Not Just Playing It" – Expert on Sports Revolution Reshaping Continent
Aliyu Bello
Correspondent, Podcast Host
Across Africa, sport is no longer just a cultural heartbeat but a fast-evolving economic force, driven by rising fan engagement, digital participation, and growing investment. From packed stadiums to global viewership, the continent is redefining how sport connects communities, builds identity, and unlocks new pathways for growth and influence.
This transformation reflects a broader shift in how African sports are experienced and valued. What was once largely about entertainment has expanded into a dynamic ecosystem shaped by media rights, infrastructure development, and grassroots investment. Increasingly, sport is becoming a vehicle for economic expansion, youth empowerment, and continental storytelling on a global stage.
Global South Pole spoke to Magdaline Sekhu, an African sports expert and co-founder of Sanctuary Inheritance Group, South Africa, to understand what this growth means for the African continent.
The South African sports expert explained that African sport is entering a new phase where it is recognized as both an economic driver and a cultural asset. She highlights the rapid growth in investment, digital engagement, and infrastructure, noting that the sector is steadily positioning itself as a major contributor to GDP, job creation, and long-term development across the continent.
"We have CAF [Confederation of African Football] moving from a 140 million deficit to profitability. So that shows you we are really going far. Now we are already building up to the 2027 AFCON to be co-hosted by Kenya, Tanzania, and Uganda. There's going to be a massive development within them. And we are seeing, for instance, we've got a 10 million school football investment that already CAF has invested into and also the CAF African School Championship, so it shows you that we believe we are Africans and we believe in what we do. At the moment, I'm seeing us moving from what it used to be, where no one would take Africa seriously. [...] But right now, [...] For the love of the sport and for the fact that we understand, we can translate this sport into economic growth. We are now investing more," Sekhu explained.
To find out more, tune in to the
Global South Pole podcast, brought to you by
Sputnik Africa.In addition to the website, you can also catch our episodes on
Telegram.► Check out all the episodes of Global South Pole 
