Investment Company Acquires $50 Million for Athletic and Entertainment Ventures in Africa
$50 Million Investment Boosts Africa's Sports and Entertainment Ecosystem
The International Finance Corporation (IFC) and Proparco have jointly invested $50 million in Helios Sports and Entertainment Group (HSEG), marking a significant stride towards the growth of Africa's sports, media, and entertainment industries.
The strategic equity investment will be utilised to develop sports intellectual property, infrastructure, event management, retail, and hospitality sectors, targeting Africa's youthful population and rising consumer demand for localized and global entertainment content.
Helios' platform, led by Nigerian businessman Temitope Lawani, will be leveraged to build a dynamic ecosystem that includes media rights, live events, talent development, and partnerships with global brands such as NBA Africa and Afro Nation. This approach aims to scale commercial opportunities by investing in sports IP, event venues, and creative infrastructure that unlock job creation and boost Africa's creative economy.
The investment is expected to improve capacity building and upskilling in the African sport and entertainment industry. Makhtar Diop, IFC Managing Director, expressed pride in anchoring this investment, stating that it signals to other investors that the sector is ready for long-term, strategic capital.
HSEG's portfolio includes a variety of ventures, such as the Professional Fighters League (PFL Africa), which focuses on building a presence for MMA in African markets, NBA Africa, a regional affiliate of the US-based basketball organization, Afro Nation, a leading diaspora music festival platform, and Zaria Group, a hospitality and venue development company co-founded by Toronto Raptors president Masai Ujiri.
Tope Lawani, the managing partner of Helios Investment, expressed excitement about capitalizing on HSEG's unique market position to create economic value and genuine impact. This investment will target crucial segments such as sports intellectual property rights, event management, infrastructure development, retail, and hospitality.
The impact of this investment is significant, as it marks one of the largest dedicated financings in Africa’s creative economy, signaling strong investor confidence and catalyzing further private capital inflows. The investment is expected to accelerate the sector’s formalization and commercialization, creating sustainable economic value and enhancing Africa’s presence in global sport and entertainment markets. Additionally, Helios' ongoing investments—including a $26 million mixed-use sports facility in Kigali and stakes in NBA Africa—highlight concrete infrastructure and talent development gains driven by this capital infusion.
In summary, IFC and Proparco’s $50 million investment in Helios is designed to scale up Africa's sports and entertainment ecosystem through targeted equity capital, capitalizing on the continent’s emerging market potential and fueling broad economic and social impact across creative industries.
- Despite the significant investment being primarily aimed at sports, it is expected that the expansion of music events, like Afro Nation, will also benefit from this capital influx in Africa's sports and entertainment ecosystem.
- With the increased focus on sports intellectual property, infrastructure development, and event management, the investment in Helios Sports and Entertainment Group could potentially spark a revolution in Africa's music industry, creating new opportunities for local and international artists.
