Helios Investment Partners is expanding its presence in Africa’s sports and entertainment industries through investments in sports rights, talent development, live events and infrastructure, as it seeks to tap into a market projected to reach $20bn by 2035.
The investment firm is pursuing the strategy through Helios Sports & Entertainment Group, a portfolio of businesses spanning professional sports, entertainment content and venues, including Professional Fighters League Africa, NBA Africa, Zaria Group and The Malachite Group.
The move comes as Nigeria’s sports industry attracts increasing private capital. More than N50bn was invested in the sector in 2025, according to figures cited in a report by BusinessDay, reflecting growing commercial interest in sports and entertainment.
Africa’s sports market is also expected to expand as demand for locally produced content, live sporting events and African talent grows. PwC’s Global Sports Survey projected that the continent’s sports market could more than double by 2028, placing it among the world’s three fastest-growing regions.
However, inadequate sports infrastructure, limited funding for talent development and underdeveloped commercial rights continue to constrain the industry’s growth.
Helios is seeking to address some of these gaps by backing businesses that can turn the continent’s sporting talent and growing audience into commercially sustainable enterprises.
One of HSEG’s investments is PFL Africa, established in 2024 through a joint venture between Helios and the Professional Fighters League, one of the leading international mixed martial arts organisations.
The platform aims to develop African fighters, build local audiences and create opportunities for athletes to compete at the international level.
PFL Africa held its first Nigerian event in June 2026 in Lagos, featuring eight Nigerian fighters, including Wasi Adeshina and Patrick Ocheme.
The event, which the company described as the largest mixed martial arts event in West African history, illustrates how international sports platforms can create commercial opportunities around local athletes, live events and related services.
Beyond ticket sales, such events can generate revenue through sponsorships, media rights, merchandising and partnerships, while creating work for event organisers, production teams and other service providers.
HSEG’s investment strategy extends beyond combat sports to basketball, entertainment and venue infrastructure.
NBA Africa manages the NBA’s business interests across the continent and owns the Basketball Africa League, providing exposure to basketball-related commercial rights, media and live events.
The Malachite Group develops entertainment content and live experiences through brands including Afro Nation and Piano People, connecting African music and performers with audiences in international markets.
Zaria Group focuses on developing and managing sports and entertainment venues and infrastructure, an area where investment could help address constraints on the staging of major events across the continent.
Together, the businesses give HSEG exposure to different revenue streams across the sports and entertainment value chain, from intellectual property and talent to live events and physical infrastructure.
The approach also spreads its investments across activities with different commercial drivers, rather than relying on a single sport or entertainment format.
Co-founder and Managing Partner of Helios Investment Partners, Tope Lawani, said the sports and entertainment group reflects the firm’s strategy of investing capital and expertise in businesses with growth potential across Africa.
He said the group would pursue opportunities ranging from early-stage businesses to established companies requiring growth capital and operational support.
The strategy comes as Africa’s young population and expanding digital audience create opportunities for sports and entertainment businesses to develop new products, reach consumers and attract commercial partners.
For investors, the challenge is converting those demographic advantages into sustainable returns. That requires reliable revenue from sponsorships, broadcasting, ticket sales and commercial partnerships, alongside investment in facilities, talent and intellectual property.
HSEG’s portfolio positions Helios across several parts of that market, although the long-term performance of its investments will depend on how successfully the businesses expand their audiences, monetise their assets and build commercially viable operations.
