The ASCI's Weekly Newsletter 2025. Vol 2

Hujambo? Sijambo!

Swahili is the one of the most widely spoken languages in Kenya - our feature country this week.

We started the year with key highlights from our side of the world going back to the continent, here’s what we’re looking at from the sports business and events for the year thus far how the global sportswear market is set to grow to US$579.96 Billion by 2029; CANAL+ University's partnership of CAF and CANAL+ International; while we look at the top 100 African personalities among them sports personalities.?

We thank you for being part of our journey in 2024 and let's see what 2025 brings us!

Reach us on [email protected]

Global Sportswear Market, growing at 6% p.a projected to reach US$579 billion by 2029

The highly fragmented global sportswear market is anticipated to reach USD 579.96 billion by 2029 with a projected annual growth of 6.61%, according to Research and Markets . We have seen apparel and sports wear companies make significant changes in the last few years led by the main players Adidas and 耐克 , while others like PUMA Group Le Coq Sportif and 新百伦 are making in-roads in the different sports disciplines. At the end of the day, the consumer wins!

"TikTok’s 'What’s Next' Report: Game-Changing Insights for the Sports Industry"

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TikTok’s 2025 'What’s Next' Report reveals evolving content trends and strategies to help sports brands connect with audiences in new ways. From soccer to fútbol to football, TikTok’s inclusive sports culture creates a dynamic space where fans, users, and brands can seamlessly join the global sports conversation and connect like never before. Fascinating stuff!

CANAL+ University : CAF and CANAL+ Partner to Empower Young Reporters Through African Schools Football Championship

CAF and CANAL+ University have recently partnered to launch Sports Journalism Training for Young African Talent. This partnership is in line with the objectives of the African Youth Promotion Programme of the CAF African School Football Championship initiated under the guidance of the CAF President, Dr. Patrice Motsepe. Let's see the youth on the continent engaged positively - worthy effort and project.

Highest-Paid Athletes of African Descent by close of 2024

Athletes of African descent not only earn significant paychecks and rank among the most influential in sports but also inspire global youth, drive societal change, and showcase the transformative power of hard work and resilience. It is great to see these athletes making an impact across the continent and the world.

Team Amani's Vision for advancing African Road Cycling

The Amani Project to launch UCI Men’s Continental Road Team ?and compete in Tour du Rwanda later in 2025's UCI's Cycling Championships in Kigali, Rwanda.?The renowned cycling initiative based in Kenya, will launch the road team in 2025 and will race at the upcoming Tour du Rwanda. A boon for African cyclists and cycling enthusiasts to see some of the best riders.

FIA Approves Regulatory framework for Esports

The FIA Esports Code, a groundbreaking framework, will regulate sim racing competitions and establish legal guidelines for hosting national events.? The regulation will be used to regulate sim racing competitions as well as provide legal frameworks for national events to take place.

Sports Personalities Ademola Lookman, Letsile Tebogo, Ruth Chepngetich among Top 100 Most Influential Africans in 2024?

The New African Magazine published the top 100 Africans in 2024 which included 11 individuals in sports. This was a good year for those in the pitches, fields and also in boardrooms and knocking doors on behalf of sports people on the continent and beyond.

What We Love

Emmanuel Rugamba - ?Rwanda's First National Football League (NFL) Player

“Manny,” as he’s affectionately called by teammates and family, is the embodiment of perseverance.

"You can take away color, race, or status, but sports allow everybody to feel equal. It has always given me a sense of purpose and opportunities to grow," he reflects.

His journey is a testament to resilience and the transformative power of sports. Born into adversity, he found purpose in football, a game that transcended barriers and uplifted his family. At Miami University, he earned All-MAC Third Team honors twice and was named Defensive MVP as the Redhawks clinched the MAC Championship. Though undrafted in the 2021 NFL Draft, he became the first Rwandan to sign an NFL contract with the Cleveland Browns. After transitioning to the CFL with the BC Lions in 2022, Rugamba thrived, earning a spot on the CFL West All-Star Team in 2023.

Cameron Carolissen - South Africa’s Dart Protege or Trailblazer for African Darts at the World Championships?

As Africa's sole representative at the 2024 PDC World Championship, Cameron Carolissen carried the hopes of a continent on his shoulders. Despite a hard-fought 3-2 first-round loss to Wessel Nijman, ranked 167 places above him, the South African remains optimistic about the impact his participation can have on the growth of darts in Africa.

Carolissen earned his spot in the prestigious tournament by triumphing over 105 players in Nairobi last September, marking his second appearance at Alexandra Palace. Hailing from Cape Town, the 27-year-old began playing darts at age 12, inspired by his father and aunt, both avid players.

Nicknamed The Javelin, Carolissen credits much of Africa's progress in darts to Devon Petersen, a nine-time World Championship participant who reached the last 16 three times. Petersen’s contributions extend beyond competition; he founded the African Darts Group (ADG), an organization dedicated to creating opportunities for players to hone their skills and experience the demands of elite-level tournaments.

While Carolissen’s run ended earlier than hoped, his journey represents a significant step forward for African darts, lighting the way for a new generation of talent eager to take on the world stage.

What We Are Reading

The Sport Business Handbook: Insights From 100+ Leaders Who Shaped 50 Years of the Industry

The Sport Business Handbook is an essential resource for anyone aspiring to thrive in the dynamic world of sports business. Edited by Rick Horrow—renowned sport business and law expert—and co-authored by Rick Burton and Myles Schrag, this book provides unparalleled access to insider perspectives from over 100 influential leaders who have defined the industry.

From league commissioners like Gary Bettman and Don Garber to team owners, executives, athletes, and media personalities, this handbook offers invaluable lessons and behind-the-scenes stories. Each chapter is packed with actionable insights on topics such as breaking into the industry, brand management, leveraging technology, and mastering leadership skills.

Key highlights include:

*Real-life examples of major sports deals and pivotal moments that shaped careers.

*Practical guidance on building a career in sports business and excelling as an industry leader.

*Unique sidebars like “Game Changer” moments and “360” perspectives to explore diverse approaches to success.

With contributions from icons like Mike Krzyzewski, Cal Ripken Jr., and Ann Meyers Drysdale, this book is both an informative guide and an inspiring read for sports business enthusiasts and professionals alike.

Check it out and get a copy here

Country Focus

Kenya:

One of Africa's storied countries in many spheres including sports. It borders 5 countries including Somalia to the East, Ethiopia and South Sudan to the North, Uganda to the West and Tanzania on the Southern side. ?

• The name ‘Kenya’ comes from the Bantu word 'Kiinya or Kirinyaga' which was the name given to the highest point of the land - Mt. Kenya by the Bantu communities around it.
• Nairobi - the capital city's name is from the Maasai 'Irobi' meaning a place of many waters, a serene place in the middle of the harsh Savannah marshes and grassland.
• Kenya is often referred to as “The Cradle of Humanity,” - it holds some of the oldest human fossils ever discovered.
• Kenya is famous for The Great Rift Valley - at approx 6,500 km long within the country.
• Kenya is home to many world record breakers in athletics, most of whom are located within the Rift Valley region.
• Kenya’s 535 kms of coastline is known for its white, sandy beaches, tropical water, and watersports such as snorkeling, fishing, and kite surfing.
• Coffee and Tea are two of the main foreign exchange earners with annual production of 50,000 tons of coffee beans and 500,000 tons of tea leaves respectively.
• Kenya is home to over 50 national parks and game reserves. It has 315 group and private ranches. ?
• The Annual Wildebeest Migration which starts or finishes within the Maasai Mara - bordering Tanzania - is considered one of the Sevens Wonders of the Modern World.
• The flag of Kenya was first used in 1963 when the country became independent from England. It’s made up of : Black - the people, Red - the blood shed while fighting for freedom, Green - the land and White - the peace that prevails. There is also a shield and two spears, representing 'readiness to defend'.
• Kenya’s national animal is the Lion - commonly used in the country's Coat-of-Arms and other state symbols

Population: 52.4 million (2024 estimate) GDP: ? $ 116.39 billion billion ?

Nominal per capita: $2,220

Sports: It is one of the multi-sports and multi-talented countries on the continent.

Athletics: From the exploits of Kipchoge Keino - Kenya's first multiple Gold medallist to Eliud Kipchoge - marathoner, Kenya holds marathon, 30 km, 30,000 m, and 10,000 m world records. The list of world-beater athletes is endless

Cricket: Though not a force anymore, Kenya was among the first African countries (besides South Africa) to reach the Cricket World Cup semis in the early 2000s.

Football: Kenya's Harambee Stars is currently ranked 108th on the FIFA rankings. Gor Mahia is the only Kenyan club to have won continental honours in the now defunct Africa Cup Winners Cup. The local league is known as the Kenya Premier League (KPL).

Rugby: Kenya remains one of the exciting teams on the World Rugby 7s Series returning to the 'Core Status' in 2024. It has also qualified for all the Olympic Games since 2016 and Commonwealth Games.

Volleyball: Kenya's women's national team has picked honours on the continent. It has also been at the Olympic Games for a record 4 times. National clubs such as Kenya Pipeline, Kenya Prisons and KCB have continually picked continental club championships for the last 30 years.

We are back in the sports business circles for what will be busy and great year for sports and on the continent. See you at the next game, pitch or run! Great week ahead

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