On 16 and 17 January, ASCAME, together with its partner KARDEV, co-organised the 3rd edition of the AfricaMed Business Forum under the theme “The African Sports Industry – Beyond the Game, Build the Economy”. The summit took place in Casablanca (Morocco), in the framework of the African Cup of Nations (CAN26) and the upcoming 2030 World Cup, which will take place across three Mediterranean countries: Morocco, Portugal & Spain. The edition pursued two strategic objectives. First, to promote sports as a fully productive economic sector, extending its impact beyond events and athletic performance. Second, to reinforce economic and strategic cooperation between Europe, the Mediterranean, and Africa.
Entirely dedicated to the development and structuring of the sports industry in Africa, the forum centered on the theme “From 0.5% to 5% of GDP: the Decade of the African Sports Industry”. This guiding thread shaped two days of high-level discussions that brought together public officials, business leaders, investors, sports representatives, and industry experts. Participants unanimously stressed the need to reposition sport as a true industrial sector, capable of becoming a driving force for economic growth, job creation, innovation, and continental integration.
While the global sports market is estimated at over $700 billion, the contribution of the African continent remains marginal, representing less than 0.5% of the continent’s GDP. In this context, representatives of the African Union reaffirmed their ambition to raise the sector’s contribution from 0.5% to 5% of Africa’s GDP by 2035. This “Decade of the African Sports Industry” aligns with Agenda 2063 and is built on key levers: coherent public policies, economically viable infrastructure, talent development, technological innovation, and the inclusion of youth and women.
This ambition was strongly echoed by Ms. Loubna Karroum, CEO of KARDEV, who emphasised that “Africa has never lacked talent or markets, but rather platforms capable of transforming this potential into sustainable value.” She also highlighted the growing convergence between sport, tourism and economic development: “Sport has become a true driver of tourism and new experiences worldwide. Today, people travel to practise activities such as yoga, hiking, golf or paddle, seeking wellbeing, nature and connection. Tomorrow, new disciplines will continue to democratise sports practice”. She further stressed the essential role of the private sector: “One cannot speak about development or value chains in sport without its active involvement. Innovation, investment and the creation of experiences rely on strong collaboration between public and private stakeholders. The future of sport is global, inclusive and full of opportunities”.
Enhancing Africa–Mediterranean economic cooperation
AfricaMed Business Forum 2026 also served as a strategic kick-off to accelerate cooperation and lay the foundations for upcoming initiatives and events in the run-up to the 2030 World Cup, leveraging sport as a catalyst for innovation, investment, and international collaboration. Morocco’s choice to host this competition reflects the trajectory of a country that has made sport a pillar of its economic and territorial development, driven by King Mohammed VI. Through infrastructure, urban planning, and alignment with industrial policies, sport is increasingly integrated into national strategies.
Discussions addressed key topics such as financing and developing sports infrastructure, sports business models, media and broadcasting rights, innovation and sports tech, digitalisation of sports ecosystems, youth inclusion and women’s sports, sports diplomacy and international influence, as well as synergies between sport, health, nutrition, agriculture and territorial development. After two foundational editions, this third edition marked a strategic turning point, moving from reflection to industrialisation. Sport is now viewed as a pillar of economic diversification, at the crossroads of productive investment, innovation and South South cooperation. In a global context where sport represents nearly 1% of world GDP, Africa’s gap appears less a structural inevitability than an organisational delay to be overcome.
During the event, ASCAME received the Strategic Partnership Prize, recognising its role as a key actor in building bridges between business ecosystems, institutions and the private sector at the international level. The award was received by Ms. Estela Delgado, ASCAME’s Project & International Cooperation Manager, and Ms. Andrea Mullerat, ASCAME’s Corporate Development & Marketing Manager.