The African Sports & Creative Institute (ASCI) Weekly Newsletter 2025. No.3
Dumela, O kae?
?Sesotho is the most widely spoken language in Lesotho - our feature country this week.
We’re still in the new year mode right? And how fast is it moving? Here’s what we’re tracking and following for the past few days in the headlines below.?
For any news or queries reach us on [email protected], we shall be looking for an interactive year…let’s get started!
Cameroonian-descent Kylian Mbappe, Algerian descent Karim Benzema and Giannis Antetokounmpo of Nigerian descent are among the highest earning sports personalities as we kick off the year 2025. This is encouraging as we look forward to seeing more players of both African descent and based on the continent generate and grow their earnings.
Ivory Coast has received a $4 million FIFA Forward reward for its successful legacy from hosting the Africa Cup of Nations (AFCON). The West African state has been continually been put forward as a success story for hosting major sports events. It is also a boon for a job well done from the world governing body FIFA .
The World Economic Forum recently released the Future of Jobs 2025 report, which notes that the sports industry is on the brink of significant transformation, driven by technological advancements, economic changes, and shifting societal expectations. It is imperative for all sports stakeholders to be cognizant of these transformative trends.
The sports sponsorship landscape in Africa has been transformed with the launch of Playmaker , a cutting-edge platform that utilizes AI technology to enhance the management of partnerships among brands, teams, and leagues.
Infront Sports & Media AG will extend its sales of free-to-air media rights for the English Premier League in sub-Saharan Africa for an additional three seasons, while also taking on the responsibility of selling FA Cup media rights in the region. This is represents a move in the right direction to expand the reach of the English football cup championships - which represents one of its biggest growth market.
The inaugural Kings League’s first World Cup Nations attracted over 100 million viewers, with Morocco - Africa’s only representative knocked out in the semis. The seven-a-side tournament was able to bring in the numbers showing the unexploited potent of football. It also generated 1.5bn social media impressions.
Private Equity firm Ackerley Sports Group (ASG) seeks to revive bid for Commercial Stake in SA Rugby
US-based Ackerley Sports Group is looking to revive its bid for a 20% stake in the commercial rights of South Africa's Springboks after its initial proposal was rejected by the South African Rugby Union in December 2024. This reflects the worth of the rugby game on the continent and what opportunities it represents for private equity. Let's see how this subsequent round of bidding goes.
The NBA Africa Accelerator supported 10 early-stage African startups in sports and creativity with mentorship, funding up to $50,000, and global exposure, focusing on key industries. Being the inaugural accelerator from the sports property, it will be interesting to see if the next round of start-ups and tech companies will be able to make an impact in sport - for basketball and sports in general.
The African Sports and Creative Institute (ASCI) is partnering with the OECD Development Centre for "Road to 5" project kicking off this month. The project is supported by the International Olympic Committee – IOC , AFRISTAT _ and Italy's Ministry of Foreign Affairs, to measure the sports industry's impact in Africa.
The 45th London Marathon on April 27 promises an unparalleled elite field, featuring reigning champions Peres Jepchirchir and Alexander Mutiso, alongside world record-holders and Olympic champions, in a race with a record 578,000 entries. This represents an ambitious plan by the organizers to grow one of the biggest and most followed marathon event in the globe. Who will be able to take bragging rights of the forty-fifth(45th) edition?
What We Loved!
Debbie Larry-Izamoje, known as ‘Fninm,’ has taken the helm as CEO of Brila Media Group Nigeria, a trailblazer in Africa’s sports media industry. Under her visionary leadership, she has transformed Brila FM into Brila Media, expanding the company into a full-scale multimedia powerhouse spanning broadcasting, digital services, printing, and consultancy, while dramatically growing its digital presence. Brila Media has cemented its status as a dominant force in Africa’s "sportainment" scene.
This appointment is a testament to Debbie’s significant contributions to Nigeria’s sports media landscape, with her leadership earning widespread recognition. Beyond the studio, she’s been a steadfast advocate for women’s sports, championing gender equality and diversity. Her initiative, Football for Girls Africa (FGA), continues to empower young girls through football, building partnerships with major brands and earning praise from the Nigerian Football Federation for promoting inclusivity and opportunity.
A boon for women and sports on the African continent!
Sports Legacy
Bob Munro, a name synonymous with the rise of football in Kenya, left an indelible mark on the sport’s development. In 1987, he founded the Mathare Youth Sports Association (MYSA), and seven years later, Mathare United emerged as a force to be reckoned with. Under Munro’s guidance, the team ascended to the Kenya Premier League in 1999, a promotion that sparked its fair share of controversy but cemented his role as a transformative figure in the game. Through MYSA and Mathare United, Munro gave countless players the chance to change their lives, including Dennis Oliech, often hailed as Kenya’s finest striker. In December 2024, the Kenyan government recognized his unmatched contributions by awarding him national honours, a fitting tribute to his enduring impact on Kenyan football. Bob Munro’s legacy is one that transcends the sport itself—he was a true pioneer and a tireless advocate for the game.
May his soul rest in peace.
What are We Reading
The rise of big data has revolutionized the sports industry, reshaping how the game is played, promoted, and managed.
The book Sport Analytics: A Data-Driven Approach to Sport Business and Management stands as the definitive guide, showing how analytics is impacting every facet of sports business, from marketing and event management to finance and legal services. Unlike other texts that focus solely on player performance, this book highlights the broader application of data in decision-making—covering areas like ticket sales, HR, risk management, and facility operations. With real-world examples, industry profiles, and comprehensive case studies, it provides a detailed look at how data is reshaping the sport sector. Complemented by a companion website, this text is indispensable for sport management students and professionals seeking to harness the power of analytics in their work.
Country Focus
It is nicknamed 'Mountain Kingdom or the Kingdom in the Sky' .
* The name Lesotho translates to "land of the Sesotho speakers" is one of the landlocked nations in Southern Africa sitting within South Africa
* Lesotho is the only country in the world that's entirely above 1,000 meters in elevation, hence the 'kingdom in the sky' nickname.
*Lesotho is home to one of the most intimidating airstrips in the world, the Matekane Airstrip, which is situated at approximately 2,500 meters above sea level.
* It has one of the world's smallest road networks.
* The national animal of Lesotho is the black rhino, which is critically endangered.
* Diamonds and water are Lesotho’s biggest treasures.
*The flag features a black "Mokorotlo" at the center of the white band, representing the traditional Basotho hat worn by the people of Lesotho. The colors on the flag carry deep symbolism: Blue represents the sky and rain, White symbolizes peace, and Green signifies hope and prosperity.
Population: 2.21 million (2024 estimate) GDP: $ 2.373 billion
Nominal per capita: $1,110
That's it folks! Keep it here for more updates within the week on matters sports business and of course drop us a line [email protected]
Sala hantle!