Why Investors Are Betting $50M On African Sports, Entertainment

Helios Sports & Entertainment Group (HSEG) has secured a $50 million equity investment from the International Finance Corporation (IFC) and Proparco, signaling growing investor confidence in Africa’s sports, media, and entertainment sectors.

The funding will be directed toward sports infrastructure, media rights, live events, hospitality, and retail ventures across the continent. Helios, founded by Tope Lawani in 2021 as a subsidiary of Helios Investment Partners, is positioning itself as a platform to scale Africa’s creative economy.

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Where the Capital is Going

HSEG’s portfolio already includes:

A $26 million Kigali development with Zaria Group (co-founded by Toronto Raptors president Masai Ujiri), featuring a boutique hotel, sports facilities, and a podcast studio.
Investments in Professional Fighters League (PFL Africa).
Backing of Afro Nation, a global Afrobeats music festival brand.The new capital will expand these holdings and enable new investments across clubs, stadiums, studios, and large-scale cultural festivals.

Market Potential

Bloomberg reports that Helios is targeting opportunities in sports, entertainment, and media and industries projected to become key growth drivers on the continent. The African sports economy alone is expected to reach $20 billion by 2035, creating additional pathways for related media and entertainment revenues.

Investor Confidence

“The sports, entertainment, and creative sectors are scalable industries that should be approached with effective financial tools and a genuine business mindset,” said IFC Managing Director Makhtar Diop. “We are proud to anchor this investment and to signal to other investors that the sector is ready for long-term, strategic capital.”

Lawani echoed the sentiment, noting: “With Africa’s richness of talent and increasingly sought-after content, HSEG is uniquely positioned to deliver economic value and impact.”

Nigeria’s Role in the Equation

Nigeria, the home for Afrobeats, Nollywood, and professional sports talent, is expected to be a key beneficiary of this funding wave. With global demand for African content accelerating, the injection of institutional capital is designed to ensure the infrastructure and business models can keep pace.

Bisina Somto

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Somto is an Entertainment Reporter with a passion for uncovering the latest stories in the world of entertainment. As a dedicated journalist, Somto delivers in-depth reporting, exclusive interviews, and breaking news coverage.

She covers a wide range of topics, from celebrity interviews to industry trends and film reviews.

As an Entertainment Reporter for Prime Business Africa, She continues to provide comprehensive and insightful coverage of the entertainment industry, offering readers an insider's perspective on the latest developments and trends. She is a trusted source for breaking news, exclusive interviews, and thought-provoking analyses.

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Why Investors Are Betting $50M On African Sports, Entertainment