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Nigeria’s sports economy is entering a period of increased commercial activity. More than ₦50 billion (about $37.5 million) in private-sector investment was attracted into the sector in 2025, as growing global demand for African sports and entertainment converges with a young, digitally connected consumer base and an increasingly prominent pool of athletic talent.
Across Africa, the underlying opportunity is becoming increasingly significant. Africa’s sports economy is projected to reach $20 billion by 2035. At the same time, a growing youth population and rising demand for diverse sports and entertainment content are creating favourable conditions for long-term industry development in the region.
However, Africa’s sport and entertainment sector remains largely underfunded, with limited investment in infrastructure, talent development, and intellectual property. Helios Investment Partners, an Africa-focused private equity and venture capital firm, aims to address this gap through its Helios Sports & Entertainment Group (HSEG).
HSEG is Helios’ strategy focused on the growth of Africa’s sports and creative industries. Its investments span sports intellectual property, talent, entertainment, and venues and arenas, and include Professional Fighters League Africa (PFL Africa), NBA Africa, Zaria Group and The Malachite Group.
Established in 2024 as HSEG’s joint venture with the Professional Fighters League, the world’s second-largest mixed martial arts (MMA) league, PFL Africa represents the expansion of the league’s global network into Africa. It is the first international MMA league to establish a permanent presence on the continent, with a focus on developing local talent, building audiences and creating pathways for African fighters into global competition.
In June 2026, PFL Africa held its first Nigerian event at the Eko Convention Centre in Lagos. This marked the largest MMA event in West African history, with eight Nigerian fighters featured on the card, including Wasi Adeshina and Patrick Ocheme. It gave local athletes the opportunity to compete within an international professional league on home soil.
Beyond PFL Africa, HSEG’s portfolio reflects a broader approach to building the sports ecosystem. NBA Africa operates the NBA’s business and intellectual property across the continent. Zaria Group develops and manages sports and entertainment-led venues and infrastructure, while The Malachite Group creates global content and live experiences through brands including Afro Nation.
“Helios has for over two decades exclusively focused on harnessing the wealth of investment opportunities in Africa, generating both competitive returns and real socio-economic impact,” said Tope Lawani, co-founder and managing partner of Helios Investment Partners.
“Helios Sports and Entertainment Group is a demonstration of our unwavering passion for Africa and its people and the continuation of the Helios investment strategy, creating unique investment opportunities in sports and entertainment across a broad spectrum, from seeding start-ups to providing companies with growth capital and expertise.”
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