PARIS—As I watch the thirty-eighth Olympic Games unfold in Paris, I’m paying particular attention to the nearly one thousand African athletes participating in the competition, a group that is about 20 percent larger than it was at the Tokyo Olympics three years ago.
While African athletes that year had won thirty-seven medals, including eleven golds, it is expected that they will rake in much more—about fifty—in Paris. There is a lot expected of several stars, including Kenyan marathon runner Eliud Kipchoge (considered the greatest marathoner of all time), Botswanan sprinter Letsile Tebogo, Burkinabé triple jumper Hugues Fabrice Zango, Senegalese tae kwon do champion Cheick Cissé Sallah, and Moroccan breakdancer Fatima El-Mamouny (who competes as Elmamouny). Some athletes are already meeting these expectations, with South African swimmer Tatjana Smith having already won a gold medal and Tunisian fencer Fares Ferjani having earned the silver. Beyond individual athletes, there is also optimism about various teams: For example, the Bright Stars of South Sudan were the object of great attention after giving the US team a wake-up call in a shockingly close exhibition game earlier this month (but on Wednesday, they lost to the United States).
There are also athletes who, in search of better training conditions, have migrated from Africa to countries in the West and will compete under those countries’ flags.
It is a challenge to be a high-level athlete in Africa. The International Olympic Committee’s (IOC’s) initiatives in Africa, which fund projects to support sports on the continent, do not solve the structural problems that push African athletes to leave the continent. Usually, these expatriates blame the lack of African infrastructure and mentoring programs, in addition to the costs of training and other professional challenges. While some of the African athletes who train in the United States are still competing under the flags of African countries—such as Ivoirian sprinter Marie-Josée Ta Lou or world-record-holding Nigerian hurdler Oluwatobiloba “Tobi” Amusan—time away from the African continent can easily turn into a permanent departure and end with a change of citizenship.
With that being the case, the Olympic performances of African countries don’t fully reflect the true power of the continent in sport.
As a former French deputy minister of sports, I see a paradox in Africa’s sports sector: the youngest continent in the world (70 percent of Sub-Saharan Africa’s population is under thirty years old) is a place where people aren’t engaging as much in physical activity such as sports. Plus, a recent survey highlighted that the sports sector is “underdeveloped” with key deficits in data, public strategy, and private investments.
Sports are much more than hobbies for personal fulfillment or ways to improve health. They are also powerful tools for development, major business opportunities, and pivotal ways to exercise soft power.
A La Défense Arena, pleine comme un œuf, pour les épreuves de natation !!#Paris2024 #ThePlaceToBe pic.twitter.com/TmjTrpRViG
— Rama Yade (@ramayade) August 1, 2024
The opportunity at hand
According to the United Nations (UN), sports play a role in achieving many of the seventeen Sustainable Development Goals, including goals such as eradicating poverty and famine, securing education for all, supporting victims of disasters or emergency situations, and fighting diseases. Sports can also help promote gender equality, as taking part in sports is associated with getting married later in life. The UN Educational, Scientific, and Cultural Organization runs a flagship initiative called Fit for Life, which uses sports to not only improve youth wellbeing and empowerment but also support more inclusive policymaking. The African Union (AU) has recognized the role that sports can play, as a driver of the cultural renaissance outlined in its Agenda 2063; the AU proposed a Sports Council to coordinate an African sports movement.
But the international recognition of the role sports play in development has come late—and there are issues that have yet to be sorted out. Olympic Agenda 2020, adopted by the IOC in 2014, outlines recommendations for countries to make the most of sports’ impact on society, encouraging them to align sports with economic and human development, build climate-friendly infrastructure, promote gender equality, protect the rights of children and laborers, acquire land ethically and without causing displacement, improve security, and protect the freedom of the press.
At previous global sport gatherings (notably the 2008 Beijing Olympics and the 2022 FIFA World Cup in Qatar) human-rights communities have raised these issues. Their voice over many years has pushed organizations, such as FIFA and the IOC, to adopt various human-rights policies and frameworks. In considering the host nation for the 2026 World Cup, FIFA for the first time required bidding countries and cities to commit to human-rights obligations. Such requirements could have an impact in Africa, although that remains to be seen; an African country has only once hosted a global sport gathering (South Africa hosted the 2010 FIFA World Cup), while Egypt currently has its eye on the 2036 Summer Olympics, over a decade from now.
Beyond development, sports are major business opportunities. South Africa has continued to argue that hosting the World Cup was worth it, as the billions it spent went toward much-needed infrastructure that has supported an increase in tourism—and thus, economic activity—that lasted for more than a decade. The global sports industry was worth $512 billion in 2023 and is projected to grow to $624 billion in 2027.
In Africa, the contribution of sports to the continent’s gross domestic product is more limited (0.5 percent) than it is for the world at large (3 percent). And while North America has the largest share of the sports market, Africa’s share is growing at a rate of 8 percent each year. The National Basketball Association’s investment in the Basketball Africa League is a signal to other investors of the positive outlook for African sports and the new ecosystem of opportunities. With Africa’s middle class estimated to reach 1.1 billion by 2060, and with the continent urbanizing and growing more connected, Africa is a premier market for ventures in the sports industry.
If this business opportunity is harnessed, there is reason to be optimistic that African talent will no longer have to seek earnings abroad and that African markets will see added value, including in the form of new infrastructure, hospitality offerings, merchandising, and content/media. Upcoming major sports events on the continent are slated to generate such growth, with Senegal organizing the 2026 Youth Olympic Games and Morocco co-hosting the 2030 FIFA World Cup.
Well-structured and adequately supported sports are also tools of soft power, and countries around the world, notably Saudi Arabia, are investing in them. In Africa, the Olympic Games have always been an opportunity for African countries to speak more loudly than in the UN fora. For example, African countries boycotted the 1976 Montreal Olympics, protesting New Zealand’s participation after the country’s national rugby team played several matches in South Africa (which had been banned from the Olympics because of its apartheid policy). At the 1992 Barcelona Olympics, as apartheid came to an end, the finalists of the ten-thousand-meter race—Derartu Tulu, a Black athlete from Ethiopia, and Elana Meyer, a white athlete from South Africa—hugged each other to celebrate South Africa’s return.
A new sports agenda
Africa had a late introduction to global sport competition. No African country has ever hosted the Olympic Games. The first Black African athletes—South African runners Len Taunyane and Jan Mashiani—didn’t get the opportunity to compete until 1904, eight years after the first modern Olympic Games were held. It wasn’t until the 1960 Olympic Games in Rome that the first Black African athlete took the gold: Ethiopian Abebe Bikila won the marathon running barefoot. Since then, Kenya, Ethiopia, and South Africa have been the leading Olympic teams from Africa.
To be able to compete with the best teams today and to hold onto its talents, Africa needs a more robust agenda that covers all dimensions of sports.
First, it is essential to address youth education. Governments should include sports in education systems, and sports federations should organize regular competitions within local leagues for youth. Governments should also consider making their funding of training centers contingent on the number of enrolled athletes; it has been shown that sports help improve enrollment and attendance at school, and thus sporting excellence can lead to academic excellence. Of course, in addition to investing in sports facilities at schools, it is crucial to also invest in infrastructure that helps underserved populations access these facilities, thus easing regional inequalities.
However, the financing of African sports cannot be too dependent on governments’ budgets (as it currently is) seeing as national budgets are limited. African governments should provide a fiscal and regulatory framework that supports the work of the private sector. Rather than abandoning the athletes to themselves, governments should consider creating national centers of excellence or institutes for training—similar to France’s National Institute of Sport, Expertise, and Performance—which would allow athletes to access better training conditions on the continent, hopefully keeping them in Africa.
Governments should also ensure that foreign clubs and teams that continue to host the greatest African athletes financially support the development of the African sports industry, which would not only help cultivate more star talent but also foster job creation in advertising, sports medicine, journalism, and fitness.
Sports have much greater geopolitical significance than many decision makers realize. Moving forward, they should integrate sports into their foreign policy, both bilaterally and multilaterally.
For Africa, the surge in athletic talent is evidence that its people are committed to a new era for the continent. Leaders should harness this opportunity to supercharge Africa’s transformative sports movement.
Rama Yade is the senior director of the Atlantic Council’s Africa Center. She was formerly the French deputy minister of sports and also served as the ambassador of France to the United Nations Educational, Scientific, and Cultural Organization.
Further reading
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Image: Wenyen Gabriel of South Sudan scores a basket at the Olympics game against Puerto Rico on July 28, 2024. REUTERS/Evelyn Hockstein