Football has long dominated the sporting landscape in Africa, capturing the hearts and attention of millions across the continent. From the bustling streets of Lagos to the townships of Johannesburg, the love for the game runs deep. However, while football has grown tremendously, other sports such as basketball, athletics, volleyball, rugby, and even tennis have struggled to reach the same level of development and popularity. The time has come for Africa to diversify its sports culture and invest meaningfully in other disciplines. Here’s how that can happen:
1. Government Support and Policy Reform
One of the biggest obstacles facing non-football sports in Africa is the lack of government backing. Many national sports budgets are overwhelmingly allocated to football, leaving other sports with little to work with. African governments can change this narrative by:
• Creating inclusive sports development policies.
• Ensuring equal funding for Olympic and grassroots sports.
• Providing tax incentives for companies that sponsor non-football sports.
2. Grassroots Development
To build successful sports programs, the foundation must be laid at the grassroots level. This means introducing a wider variety of sports in schools and communities and ensuring talented youth have access to proper coaching and facilities. Grassroots development should focus on:
• Training physical education teachers in multiple sports.
• Organizing inter-school and inter-community tournaments.
• Establishing talent academies for various sports.
3. Infrastructure and Facilities
Facilities for sports such as basketball, swimming, athletics, or gymnastics are either inadequate or nonexistent in many parts of Africa. Investing in infrastructure is critical. Governments and private partners can:
• Build multi-purpose sports centers across regions.
• Rehabilitate old sports facilities.
• Offer affordable or free access to youth training centers.
4. Media Exposure and Publicity
Media plays a crucial role in shaping public interest. In Africa, media houses focus almost exclusively on football, which affects the visibility and growth of other sports. Media organizations must:
• Broadcast a variety of local sports events.
• Promote stories of African athletes excelling in less-popular sports.
• Use social media platforms to create fan communities and sports content.
5. Corporate Sponsorship and Investment
Brands and companies usually sponsor football due to its wide appeal. But with a coordinated strategy, they can be encouraged to support other sports. This can be achieved through:
• Creating sports investment packages that include multiple disciplines.
• Encouraging sports federations to develop attractive sponsorship proposals.
• Launching public-private partnerships to support athletes and competitions.
6. Leveraging International Success
Africa has produced top athletes in athletics (like Kenya and Ethiopia in long-distance running), basketball (like Joel Embiid and Pascal Siakam), and tennis (like Ons Jabeur). These global successes should be used as a blueprint and inspiration. Countries can:
• Invite successful African athletes abroad to mentor local talent.
• Use these athletes in marketing and development campaigns.
• Learn from countries that have structured talent pathways, like the U.S. college sports system or European clubs.
7. Education and Dual Career Pathways
One reason many young Africans choose football is the perceived career opportunities. Other sports must provide a similar pathway by:
• Creating university scholarships for athletes.
• Encouraging dual-career development (education + sports).
• Building systems where sports skills lead to jobs—e.g., coaching, administration, or sports science.
Conclusion
Africa is blessed with an abundance of young talent, natural athleticism, and a vibrant youth population. While football will always have a central role, it’s time for the continent to embrace and elevate other sports. With intentional investment, strategic planning, and a cultural shift in perception, basketball courts, athletics tracks, volleyball nets, and tennis courts can thrive alongside football pitches. The future of African sports lies not in exclusivity, but in diversity.
By Ibrahim Bature Sallama
Empowered Newswire- Sports Editor
