Key Takeaways
- • Helios Investment Partners is deepening its bet on Africa's sports and entertainment sector through its Helios Sports & Entertainment Group (HSEG), which spans sports intellectual property, talent, entertainment, and venues and arenas.
- • More than ₦50 billion (about $37.5 million) in private-sector investment was attracted into Nigeria's sports economy in 2025, according to the article.
- • Africa's sports economy is projected to reach $20 billion by 2035, supported by a growing youth population and rising demand for sports and entertainment content.
- • HSEG's portfolio includes Professional Fighters League Africa (PFL Africa), NBA Africa, Zaria Group and The Malachite Group, the latter behind Afro Nation.
- • PFL Africa, established in 2024 as a joint venture with the Professional Fighters League, held its first Nigerian event at the Eko Convention Centre in Lagos in June 2026, described as the largest MMA event in West African history.
Summary
Nigeria's sports economy is entering a period of increased commercial activity, with more than ₦50 billion (about $37.5 million) in private-sector investment attracted into the sector in 2025, according to Africa Private Equity News. The article attributes this growth to rising global demand for African sports and entertainment, a young and digitally connected consumer base, and a growing pool of athletic talent. Across the continent, Africa's sports economy is projected to reach $20 billion by 2035.
The article notes that the sector remains largely underfunded, with limited investment in infrastructure, talent development and intellectual property. Helios Investment Partners, an Africa-focused private equity and venture capital firm, is seeking to address this gap through HSEG, its strategy for growing Africa's sports and creative industries. HSEG's investments span sports intellectual property, talent, entertainment, and venues and arenas, and include PFL Africa, NBA Africa, Zaria Group and The Malachite Group.
PFL Africa, established in 2024 as a joint venture between HSEG and the Professional Fighters League, is the first international MMA league to establish a permanent presence on the continent. Its stated focus is developing local talent, building audiences and creating pathways for African fighters into global competition. In June 2026, the league held its first Nigerian event at the Eko Convention Centre in Lagos, featuring eight Nigerian fighters including Wasi Adeshina and Patrick Ocheme. The article describes it as the largest MMA event in West African history.
Beyond PFL Africa, NBA Africa operates the NBA's business and intellectual property across the continent, Zaria Group develops and manages sports and entertainment-led venues and infrastructure, and The Malachite Group creates global content and live experiences through brands including Afro Nation.
Tope Lawani, co-founder and managing partner of Helios Investment Partners, said the firm has for over two decades focused exclusively on Africa, generating both competitive returns and socio-economic impact. He described HSEG as a continuation of that strategy, spanning investments from seeding start-ups to providing growth capital and expertise.
The article notes that the sector remains largely underfunded, with limited investment in infrastructure, talent development and intellectual property. Helios Investment Partners, an Africa-focused private equity and venture capital firm, is seeking to address this gap through HSEG, its strategy for growing Africa's sports and creative industries. HSEG's investments span sports intellectual property, talent, entertainment, and venues and arenas, and include PFL Africa, NBA Africa, Zaria Group and The Malachite Group.
PFL Africa, established in 2024 as a joint venture between HSEG and the Professional Fighters League, is the first international MMA league to establish a permanent presence on the continent. Its stated focus is developing local talent, building audiences and creating pathways for African fighters into global competition. In June 2026, the league held its first Nigerian event at the Eko Convention Centre in Lagos, featuring eight Nigerian fighters including Wasi Adeshina and Patrick Ocheme. The article describes it as the largest MMA event in West African history.
Beyond PFL Africa, NBA Africa operates the NBA's business and intellectual property across the continent, Zaria Group develops and manages sports and entertainment-led venues and infrastructure, and The Malachite Group creates global content and live experiences through brands including Afro Nation.
Tope Lawani, co-founder and managing partner of Helios Investment Partners, said the firm has for over two decades focused exclusively on Africa, generating both competitive returns and socio-economic impact. He described HSEG as a continuation of that strategy, spanning investments from seeding start-ups to providing growth capital and expertise.
Go deeper than the headline
Research every firm in this story, track the ones that matter and get the daily briefing — free for 7 days.