Africa-focused private investment firm Helios Investment Partners is stepping up investments in the continent’s sports and creative industries, seeking to close funding gaps, develop talent and expand employment opportunities for young people.
The firm said on Wednesday that it was combining capital, industry expertise and regional networks to scale commercially viable businesses through its Helios Sports & Entertainment Group (HSEG).
HSEG’s investment strategy spans sports intellectual property, talent, entertainment, venues and arenas. Its portfolio includes Professional Fighters League (PFL) Africa, NBA Africa, Zaria Group and The Malachite Group.
Helios’ move comes as Africa’s sports and entertainment markets attract growing global interest, driven by the continent’s youthful population, rising digital connectivity and expanding pool of athletic and creative talent.
The firm cited Nigeria’s sports economy as an emerging opportunity, noting that the sector attracted more than ₦50 billion in private-sector investment in 2025.
According to PwC’s Global Sports Survey, Africa’s sports economy could reach $20 billion by 2035. The market, which recorded growth of 2.8 per cent in 2023, is projected to more than double by 2028, potentially placing Africa among the world’s three fastest-growing sports markets.
Despite the prospects, Helios said the sector remains underfunded, particularly in infrastructure, intellectual property and talent development. The funding shortfall limits the ability of businesses to scale and restricts job creation, especially for young people.
Tope Lawani, co-founder and managing partner of Helios Investment Partners LLP, said growing international interest in African sports and entertainment was creating opportunities to build the platforms, infrastructure and businesses needed to support long-term growth.
He said Helios was positioning itself to participate in this expansion through investments across the sector.
“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,” Lawani said.
He added that HSEG reflected the firm’s long-term investment strategy, spanning early-stage businesses and companies seeking growth capital, operational expertise and industry connections.
PFL Africa illustrates Helios’ approach to building sports platforms with international reach and local participation.
Established in 2024 as a joint venture between HSEG and the Professional Fighters League, the mixed martial arts organisation is expanding the league’s global network into Africa.
PFL Africa is designed to develop local fighters, grow audiences and create pathways for African athletes to compete internationally.
In June 2026, it staged its first Nigerian event at the Eko Convention Centre in Lagos. The event featured eight Nigerian fighters, including Wasi Adeshina and Patrick Ocheme, giving local athletes the opportunity to compete in an international professional league on home soil.
The event also brought together athletes, operational partners, live audiences and local activations, demonstrating the wider commercial ecosystem required to establish an international sports property.
