Helios Group Launched African Sports Investment Strategy
The firm expanded its reach into the regional sports economy with a focus on scaling commercial models.
Updated on Oct. 14, 2026 in Africa
Live Poll
Do you believe private-sector investment in local sports industries improves the national economy?
Helios Sports and Entertainment Group launched a strategy to invest in the African sports and entertainment industry. In June 2026, the group hosted the first PFL Africa event in Lagos, Nigeria.
Why it matters
The African sport and entertainment sector faces a notable funding gap regarding infrastructure, talent development, and intellectual property. The group aims to address this by scaling commercially viable sports models.
Nigeria attracted over N50 billion in private-sector investment into its sports economy during 2025. Projections indicate the broader African sports market is expected to more than double by 2028.
The players
Helios Sports and Entertainment Group
This firm manages capital and expertise to scale sports models and holds investments in entities like NBA Africa.
PFL Africa
This joint venture between Helios Sports and Entertainment Group and the Professional Fighters League was created to grow mixed martial arts.
The details
Helios Sports and Entertainment Group combines capital and regional networks to invest in sports intellectual property, talent, venues, and arenas. The recent PFL Africa event held at the Eko Convention Centre featured eight Nigerian fighters.
Timeline
The African sports economy grew by 2.8 percent during 2023.
The PFL Africa joint venture was officially established in 2024.
Private-sector investment in Nigeria's sports economy exceeded N50 billion in 2025.
PFL Africa held its inaugural event in Lagos in June 2026.
The African sports market is expected to more than double by 2028.
Travel Outlook
Helios Sports and Entertainment Group is capitalizing on a regional maturation phase where the African sports market is expected to more than double by 2028. This move mirrors broader trends in emerging market sports tourism as the sector builds toward a projected $20 billion valuation by 2035.
Travelers and fans should monitor the event calendar at the Eko Convention Centre in Lagos, as more professional sports programming is expected to follow the recent expansion. Major sporting events in the region can lead to localized spikes in hotel demand and flight pricing, requiring early booking.
The takeaway
The growth of the African sports sector highlights a significant shift toward formalized infrastructure and professional leagues. Investors and fans can expect increased commercial activity as the market works to bridge the current funding gap in talent and venue development.
Further reading
Learn more about the region in our Africa section.
Source note: This article includes information reported by The Guardian Nigeria News - Nigeria and World News.
Live Poll
Do you believe private-sector investment in local sports industries improves the national economy?
