The International Finance Corporation (IFC) and Proparco, the private sector financing arm of the French Development Agency (AFD), have jointly announced an equity investment of up to $50 million in Helios Sports and Entertainment Group (HSEG)—a dedicated investment platform focused on the growth of Africa’s sports, media, and entertainment sectors.
This strategic investment aims to accelerate the development of a vibrant and commercially viable creative ecosystem across the continent. The funding will be directed toward key areas such as:
- Sports intellectual property rights
- Event production and management
- Infrastructure development
- Retail and merchandising
- Hospitality and fan engagement
HSEG is uniquely positioned to drive this transformation through its partnerships with four major players in the African entertainment landscape: NBA Africa, The Malachite Group (organizers of Afro Nation), PFL Africa (Professional Fighters League), and Zaria Group.
The investment round was led by IFC, which is contributing up to $30 million from its own account. Proparco is committing an additional $20 million, reinforcing the confidence of development finance institutions in the long-term potential of Africa’s creative industries.
“The sports, entertainment, and creative sectors are scalable industries that should be approached with effective financial tools and a genuine business mindset,” said Makhtar Diop, Managing Director of IFC. “We are proud to anchor this investment and signal to other investors that the sector is ready for long-term, strategic capital.”
Françoise Lombard, CEO of Proparco, added: “Investing in Africa’s sports and entertainment sector is not only about supporting creativity and talent, but also about unlocking economic opportunities and jobs for a generation of young Africans. Through this partnership with IFC and Helios, we aim to catalyze sustainable growth in a sector full of potential.”
Tope Lawani, Managing Partner at HSEG, welcomed the investment: “It is a privilege to receive support from reputable institutions like IFC and Proparco. Their conviction in the African creative economy and in our platform’s ability to deliver is a powerful endorsement. Africa is rich in talent and content that is increasingly in global demand. With HSEG’s unique market position, we are excited to create both economic value and meaningful impact.”
This investment marks a significant milestone in the evolution of Africa’s creative economy, signaling a shift toward structured, large-scale capital deployment in sectors traditionally seen as underfunded. By combining financial muscle with strategic partnerships, HSEG aims to build a sustainable ecosystem that nurtures talent, drives innovation, and delivers world-class experiences to audiences across and beyond the continent.
