During the 80th session of the United Nations General Assembly in New York, Africa Soft Power (ASP) once again brought together visionary leaders, innovators, and change agents to amplify African and diaspora voices within the global dialogue.
Since its inception in 2019, ASP’s side events at the UNGA have served as a dynamic platform where creativity, technology, and finance intersect, addressing conversations that frequently overlook African viewpoints.
Opening the event, Dr. Nkiru Balonwu, ASP’s Founder, emphasized the significance of such forums: “Africa’s future won’t be shaped passively. It requires courageous individuals ready to invest, collaborate, and influence its trajectory.” Her remarks set the tone for the evening’s discussions, which extended beyond AI and sports to explore themes of empowerment and ownership-examining who narrates Africa’s stories, who defines its benchmarks, and who reaps the rewards of its talent.
This year’s theme, “Finding X: The Intersection of Creativity, Finance, and Technology in Africa’s Next Growth Chapter,” featured two compelling dialogues. The first focused on artificial intelligence (AI), data sovereignty, and innovation, probing critical issues around control, autonomy, and opportunity within the digital landscape. The second, a fireside conversation led by Naledi Khabo, CEO of the Africa Tourism Association, delved into the realm of sports-a global phenomenon influencing identity, economies, and power. Together, these sessions illustrated how AI and sports, though distinct, both rely on robust infrastructure, vibrant communities, and inclusive ecosystems where Africa is not merely a participant but a pioneer.
Sports as a Foundation for Identity, Infrastructure, and Investment
Shola Akinlade, Co-founder & CEO of Paystack and Founder of Sporting Lagos, highlighted that African sports development transcends raw talent. “Sustainable progress in sports demands a synergy of infrastructure, community engagement, and talent cultivation. All three elements must operate in harmony,” he asserted.
Amadou Gallo Fall, President of the Basketball Africa League (BAL), reinforced this perspective by describing the BAL as more than a sports league-it is a cultural phenomenon merging athletics with entertainment. “It spotlights African talent while simultaneously activating other creative sectors,” he explained.
Mirroring the AI panel’s call for Africa to transition from a consumer to a creator of global models, Akinlade and Fall stressed the importance of nurturing sports ecosystems from within. They advocated for communities to rally behind their athletes locally rather than waiting for them to gain recognition abroad. “One way to curb the immediate exodus of talent is by fostering a local culture that celebrates and supports our own,” Akinlade noted.
Meeting Global Competition Head-On
Both leaders acknowledged the international scope of the sports industry and the imperative for Africa to compete at that level. “Engaging in sports on the continent means contending with global giants like the Premier League, NBA, and UFC,” Akinlade warned. “It requires deliberate strategy and execution.”
Fall pointed out that while football remains Africa’s most beloved sport, domestic leagues have yet to fully captivate fans. Elevating standards, he argued, is essential to galvanize the African diaspora, who are eager to back and celebrate African achievements. “We must avoid shortcuts in quality and ambition when developing our sports products,” he emphasized.
Integrating Sports into Africa’s Creative Economy
The discussion also positioned sports firmly within the broader creative economy of Africa. Just as film, fashion, and music have become powerful exports showcasing African brilliance, sports possess similar potential to shape identity and wield influence. For Fall, this extends beyond athletic performance to building platforms: “We need leagues that empower athletes, coaches, managers, agents, and tech innovators to excel and gain visibility.”
He described sports as a cultural asset as much as an athletic endeavor, capable of energizing related industries such as media, entertainment, and technology. Akinlade added an emotional dimension, describing the product as “African excellence.” The desire of Africans abroad to connect with their roots through sports parallels the global enthusiasm for Afrobeats and Nollywood. What remains crucial is the deliberate packaging of sports as a premium cultural export with equal prestige.
Ultimately, the fireside chat on sports encapsulated Africa Soft Power’s broader mission: to leverage creativity, community, and capital in reshaping global narratives. Like AI, sports represent more than sectors-they are influential forces that unite the continent, engage its diaspora, and project African excellence worldwide.