非洲的体育需求可能推动经济增长

© Oliver WymanWith Africa announced to be one of the co-hosts for the Men’s 2030 Football World Cup inMorocco, there is a growing appetite for international sporting competitions to be held onthe continent. In 2023 alone, South Africa hosted the Women’s T20 Cricket World Cup andthe Netball World Cup, while Cape Town became the first African city to host a FormulaEePrix.In 2027, meanwhile, South Africa is set to host the ODI Cricket World Cup in partnership withNamibia and Zimbabwe. Other large sporting events in the pipeline include the long-awaitedreturn of Formula 1 to thecontinent.While such events require the right infrastructure to be put in place, in the long run, theyoffer more than just prestige and visibility — they provide significant economic benefits.When South Africa hosted the 2010 FIFA World Cup, for example, it boosted economicgrowth by 0.4% and added R38 billion to the country’s economy. This is because, in additionto the immediate boost from visitors, these events also attractinvestment. © Oliver WymanINTEREST FROMOUTSIDEIt is worth noting that the African countries themselves are not the only ones interestedin exploring what the continent has to offer in terms of sports. A growing number ofinternational sporting federations are also keen on theidea.For example, earlier this year the NBA announced talks to host a pre-season game in Africa,building on previous exhibition matches held on the continent in 2015, 2017, and 2018. TheNBA also launched the Basketball Africa League (BAL), which acts as a feeder league to theNBA and was facilitated by an existing ecosystem of the sport across thecontinent.Plus, as more African mixed-martial arts fighters rise through the ranks, the UFC plans tohold its first African event, with Senegal as the leading candidate to host it. Additionally,international mass participation bodies like Iron Man and trail running’s UTMB World Serieshave hosted events on the continent for severalyears.It is not surprising that there’s a growing interest in sports in Africa, given its young,growing, and increasingly connected population. Africa is also one of the world’s fastest-growing regions in terms of economics and urbanization. Sports spending is linked tomacroeconomic development stages, and so we anticipate that the amount of disposableincome spent on sports will accelerate, resulting in sports spending growing fasterthanincomes.Sporting bodies understand this potential and, as more developed markets becomesaturated, Africa is becoming an increasingly important growthmarket.It will be important, however, for African countries to ensure that they’re able to benefit fromthis outside interest. As South Africa’s rugby franchises have discovered, it can be difficult toretain talented athletes once overseas markets have discovered them. And while there areundoubtedly benefits to players spending some time abroad, the sporting equivalent of abrain drain simply is not sustainable. That makes it even more critical that African sportingbodies ensure any investments go into growing their codes, particularly when it comes tomass participation, as well as into building domestic and international audiences for theirhomecompetitions. © Oliver WymanROOM FORGROWTHThere is a lot of room for growth too.Oliver Wymandataestimates that the current sports market in Africa is worth morethan US$12 billion but could reach over US$20 billion by2035.While a near doubling of the market in 10 years may seem high, the revenue generated by asingle event can add up quickly. For instance, this year’s Cape Town ePrix contributed morethan R1 billion (US$52 million) to the city’srevenue.And remember, the value of a big sporting event can extend beyond its duration.Infrastructure upgrades, such as roads, airports, and stadiums, can drive job creation.Positive experiences during the event may also encourage visitors to return, boostingtourism. These events can also create new fans and inspire people to take up sports,improving citizens’ health, which in itself, is a potential economicboost.ESTABLISHED AND “CHALLENGER”SPORTS ARE BOTHIMPORTANTBut how can African countries attract as many lucrative events as possible and maximizetheir economic potential? They can start by highlighting their strengths, which have alreadyattracted several international sporting federations. In addition to a young populationand economic growth, the continent boasts a well-established sporting infrastructure,including 136 stadiums with more than 25,000 seats (the largest being the FNB stadium inJohannesburg with a capacity of 94,000) and there are nearly 200 more stadiums with 10,000to 25,000seats.Africa also has a vibrant sporting media landscape, with domestic players like Supersportand international broadcasters such as ESPN and Canal+ capable of bringing events hostedon the continent to both local and globalscreens. © Oliver WymanAfrican countries would also do well not to focus solely on sports like football, which arealr