This investment will support several priority areas within the sector, including management of sports events, development of infrastructure, rights to sports content, as well as retail and hospitality services.

HSEG plans to use this funding to create a more vibrant and structured ecosystem across the continent, in partnership with organizations like NBA Africa, The Malachite Group (organizers of Afro Nation), PFL Africa, and Zaria Group.

The IFC will contribute up to $30 million from its own funds, leading the round. Proparco will add up to $20 million as part of the same initiative.

IFC Managing Director Makhtar Diop emphasized the importance of viewing the sports and entertainment industries as high-potential sectors.

He noted that with the right financing strategies and business approach, these fields could attract long-term investments.

“We want to send a message to the market that these industries are ready for serious capital,” said Diop.

Proparco CEO Françoise Lombard added that the creative sector has the potential to generate employment and drive economic growth for Africa’s youth.

She stated, “Partnering with IFC and Helios is a step toward sustainable progress in a promising industry.”

Tope Lawani, Managing Partner at HSEG, expressed gratitude for the backing from IFC and Proparco.

He said their support reflects strong confidence in Africa’s creative landscape and in HSEG’s ability to deliver results.

Lawani highlighted the abundance of talent across the continent and noted that HSEG is well-positioned to generate value and foster meaningful change.