President William Ruto, French President Emmanuel Macron, and other leaders at the Africa Forward Summit at the University of Nairobi on May 11, 2026 / PCS
President William Ruto has called on African countries to place sports at the centre of economic transformation, saying the continent must invest in building African-owned sports industries capable of creating jobs, wealth and opportunities for millions of young people.
Speaking during a high-level dialogue on the commercialisation of sports during the Africa Forward Summit at the University of Nairobi on Monday, Ruto said Africa’s youthful population presents a historic opportunity to build one of the world’s most dynamic sports economies.
The forum brought together French President Emmanuel Macron, Botswana President Duma Boko and Senegal President Bassirou Diomaye Faye, with leaders agreeing that Africa’s sporting potential remains largely underutilised despite its global success in athletics and football.
“Africa today is the youngest continent on Earth. More than one billion Africans are below the age of 35. That is not simply a statistic. It is a historic opportunity to turn talent into enterprise, passion into prosperity, and potential into power," he said.
The President said sports should no longer be viewed purely as recreation or competition, but as a major economic sector linked to infrastructure, tourism, technology, culture and investment.
“Today, sports are infrastructure. Sports are an investment. Sports are culture, diplomacy, technology, tourism and jobs,” he said.
Ruto noted that the global sports industry generates billions annually through broadcasting rights, manufacturing, tourism, technology and talent development, warning that Africa risks missing out if it fails to position itself strategically.
“Africa must not stand at the margins of this global industry. Africa must stand at its centre,” he said.
The President said Kenya has deliberately integrated sports into its Bottom-Up Economic Transformation Agenda as part of efforts to unlock enterprise, livelihoods and national competitiveness.
President William Ruto greets players at the Africa Forward Summit at the University of Nairobi on May 11, 2026 / PCSHe highlighted ongoing investments ahead of the 2027 Africa Cup of Nations (AFCON), which Kenya will co-host with Uganda and Tanzania under the PAMOJA partnership.
Among the flagship projects is Talanta Sports City, anchored by the 60,000-seat Raila Odinga International Stadium. The development also includes training facilities, hospitality infrastructure, commercial spaces, media production centres and smart mobility systems.
Ruto said Kasarani and Nyayo stadiums are also undergoing upgrades, while county stadiums, regional academies and high-performance centres are being developed across the country.
“Nairobi is also being positioned as one of Africa’s leading creative and entertainment capitals,” he said, citing investments in audio-visual infrastructure, film incentives and digital monetisation systems.
He added that Kenya has partnered with Zaria Group to develop a modern arena and entertainment district within Nairobi Railway City.
Discussions are also ongoing to establish another facility at the Bomas Convention Centre, with an initial investment of $130 million (Sh16 billion) planned for multi-purpose indoor arenas across 10 African cities.
“These initiatives will strengthen Nairobi’s position as a regional MICE, creative and investment hub while creating thousands of jobs and opening new opportunities for African youth and enterprise,” Ruto said.
The President described the AFCON 2027 co-hosting arrangement as a “progressive Pan-African framework” built on shared infrastructure and collective investment.
He pointed to the tournament’s growing economic significance, noting that the 2025 AFCON in Morocco generated an estimated $1.9 billion (Sh245 billion), while the 2023 edition in Côte d’Ivoire generated about $1 billion (Sh130 billion) through tourism, broadcasting, hospitality and employment.
“The most recent edition attracted more than 3 billion television viewers globally and generated over 6.1 billion digital views,” he said. That is not only influence. That is market power.”
Ruto also said Africa’s sporting culture, landscapes and experiences place the continent in a strong position to grow sports tourism and the wider creative economy.
“Partnerships between Africa and France present enormous opportunities to accelerate sports commercialisation, infrastructure modernisation, innovation, sports science, athlete development and the creative economy,” he said.
President Macron said investment in sports infrastructure was critical for talent development and youth empowerment.
“Sports enable many people to use their talents to earn an income,” Macron said. “They also inculcate discipline among young people. The sports industry is massive, and Africa is yet to get its rightful share,” he said.
Botswana President Duma Boko highlighted his country’s strength in relay races, saying sports remain a powerful unifying force across the continent, while Senegal President Bassirou Diomaye Faye called for increased investment in grassroots talent development and sports infrastructure.
The leaders agreed that sports now sit at the intersection of culture, diplomacy, tourism and economic growth, with Africa well positioned to emerge as a major force in the global sports economy if it accelerates investment in talent, infrastructure and commercialisation.
