A surge in grassroots sports participation across Africa is driving demand for merchandise, creating a booming market for apparel, equipment, and accessories. As local tournaments and community engagement in organised sports grow, global brands and local entrepreneurs are seizing the opportunity.
Surging grassroots sports activity is fueling demand for merchandise and equipment, accelerating the rapid growth of Africa’s sports market.
Oscar Wesonga, a 29-year-old sports merchandise entrepreneur in Bungoma, 400 kilometres from Nairobi, saw an opportunity in his community’s growing passion for sports.
“I’ve always loved sports and played since primary school. When I realized almost everyone around me shared that passion, I decided to supply what they needed,” he said in a phone interview.
His bestsellers? Jerseys, tracksuits, and shorts.
“At the start of a new season, my store is flooded with customers. It’s the same when there’s a big tournament — whether at the county or constituency level,” he explained.
Wesonga’s journey from juggling a teaching job to becoming a full-time sports retailer mirrors a broader shift in Africa’s sports economy. A rising number of young entrepreneurs are capitalising on the continent’s expanding grassroots sports activities and a growing appetite for quality equipment.
Africa’s sports market has seen exponential growth over the past decade. A 2023 Forbes report estimates its current value at over US$12 billion, with projections exceeding US$20 billion by 2035.
The sports merchandise sector — including apparel and equipment — plays a significant role in this boom. A 2024 TechSci Research report values Africa’s sports apparel and equipment market at US$4.27 billion, forecasting growth to US$5.58 billion by 2030 at a compound annual growth rate (CAGR) of 4.62%.
Recognizing the potential, global sports brands are rapidly expanding across Africa. In 2021, German sportswear giant PUMA opened its first East African store in Nairobi, marking Kenya as a key entry point in its Africa growth strategy. South Africa remains a stronghold, with PUMA partnering with homegrown retailers to offer motorsport, sportstyle, and team-sports merchandise.
Nike, the American sportswear giant, has long capitalised on Africa’s growing sports culture. In South Africa, it operates flagship stores in Johannesburg, Cape Town, and Durban, alongside factory outlets and specialized stores such as Nike Well Collective in Century City and Nike Unite in Durban.
Beyond South Africa, Nike has expanded its footprint across North and East Africa. It has multiple outlets in Morocco (Casablanca and Rabat) and Algeria (Algiers). In Kenya, it maintains a strong presence in Nairobi, with stores at Westgate Shopping Mall and Two Rivers Mall.
Adidas, another German sports powerhouse, has aggressively pursued the African market. In 2023, it launched its first Home of Sport concept store at Gateway Shopping Centre in Durban, its largest store on the continent at 1,687 square meters. Adidas also operates in Algeria, Angola, Ghana, and Kenya.
Basketball brands are also making moves. The NBA has been growing its African footprint, fueling a surge in popularity among fans and boosting demand for official merchandise. Since opening its first African store in Johannesburg in 2023, the NBA has expanded rapidly, launching new stores in Durban, Cape Town, and Cairo.
“There is tremendous demand for official NBA merchandise from fans in South Africa and across the continent,” said NBA Africa’s then-CEO, Victor Williams, at time of the Johannesburg store launch.
More global brands are expected to deepen their investments in the region. The 2025 African Sports Market Trends Report by African Sports Unified indicates that over 36% of industry leaders foresee increased investment this year, driven by sponsorship growth and infrastructure development.
However, challenges such as governance issues, economic instability, and limited market data continue to hinder the sector’s full potential, the report notes.
Upcoming major events—including the 2030 FIFA World Cup and AFCON 2025 in Morocco, the 2025 UCI Road World Championships in Rwanda, and the Basketball Africa League (BAL) conferences — are poised to further accelerate Africa’s sports economy, spurring investment, merchandise sales, and fan engagement.
With global brands ramping up their presence and local entrepreneurs like Wesonga thriving, Africa’s sports market is on an undeniable growth trajectory.
Bird Story Agency is a specialist news agency driven by the resolve to project Africa by telling positive stories about the continent.
