Treat sport like infrastructure: The G20 can unlock Africa growth through smart sponsorship

AS G20 leaders gather in Johannesburg, discussions will centre on energy, trade and employment - issues that shape global economic activity.

- YVONNE IKE

Alongside these familiar pillars, however, sits a less frequently examined driver: Sport.

Not as charity or soft power but as a developing category of infrastructure that supports consumer demand, service industries and fiscal capacity in multiple markets.

Bank of America Institute highlights the economic potential. Our Market Landscape Insights work finds that households globally spend roughly $1,122 annually on sports-related goods and experiences.

Transaction-level card data show that major events reliably lift local spending.

During the most recent FIFA Club World Cup, host areas recorded a 7% year-on-year increase in hospitality and retail activity. These effects are modest individually but meaningful when repeated and scaled.

Different regions illustrate this pattern. In the United States, major running events demonstrate the scale achievable with strong logistics and audience engagement.

Bank of America Chicago Marathon generated an estimated $683 million in economic impact in 2024, while the top 50 global marathons contributed roughly $5.2 billion worldwide last year. Europe shows similar principles at a larger scale: UEFA EURO 2024 delivered around €7.4 billion to the German economy, supported by robust broadcasting, transport and hospitality infrastructure.

Sub-Saharan Africa is at an earlier stage but moving quickly. Industry mapping suggests a sports economy growing at roughly 8% per year, driven by rising digital participation, mass-audience events and growing investor interest.