• Africa’s sports economy surges toward $20B by 2035, driven by youth, streaming, and rising demand for local and global competitions.

• Bolloré’s Canal+ takeover of MultiChoice unites SuperSport & Showmax, creating Africa’s biggest sports media powerhouse.

• The merger reshapes African sports culture—bringing local heroes, leagues, and global events to viewers in their own languages.

When France’s Bolloré Group — parent company of Canal+ — confirmed its $2.9 billion acquisition of MultiChoice in 2025, many saw a battle for pay-TV dominance. But behind the headlines lies a deeper story: a race to capture Africa’s exploding sports economy. From Lagos to Kigali, from the CAF Champions League to the Basketball Africa League, sports have become one of the continent’s most promising growth industries — and Canal+ now sits squarely at the intersection of broadcasting, branding, and cultural influence.

A Market on the Rise

According to the International Finance Corporation (IFC), Africa’s sports and entertainment sector could be worth $20 billion by 2035, creating millions of jobs across media, technology, and infrastructure. A young, mobile-connected population — nearly 40% of the world’s youth by 2050 — is driving demand for live content and sports entertainment. As streaming replaces traditional TV, African audiences are hungry for both local heroes and global competitions. This is where Canal+ and its newly acquired South African partner MultiChoice, owner of SuperSport, are poised to lead.

The acquisition gives Bolloré control of SuperSport’s vast portfolio — including the English Premier League, CAF tournaments, rugby, cricket, and the NBA’s Basketball Africa League. Combined with Canal+’s French-language networks, the new entity covers nearly 50 countries and 50 million subscribers, making it Africa’s largest content platform. “The future of sport in Africa will be defined by local access and storytelling,” said Jacques du Puy, president of Canal+ International. “Our goal is to bring African fans closer to their own champions — in their own languages, on their own screens.”

Bolloré’s Play: From Paris to Pretoria

For Bolloré, the move is not just about television. It’s about building Africa’s ESPN-meets-Netflix — a fully integrated sports-and-streaming ecosystem. MultiChoice’s Showmax platform is being redesigned under Canal+’s guidance to combine premium African leagues, French and European tournaments, and original documentaries about local athletes.
 With Canal+ already owning rights to Ligue 1, the UEFA Champions League, and Formula 1, the merger creates a pan-African distribution powerhouse capable of broadcasting every major sport — from Dakar to Dar es Salaam.

At the same time, the company is investing in sports production and youth development, partnering with local federations to promote tournaments and scouting. This approach echoes the Basketball Africa League (BAL) model, where franchised teams and high-quality broadcasting turn sport into an industry.
 In countries like Senegal, Côte d’Ivoire, and South Africa, new arenas and production hubs are being developed — often with Canal+’s support — to fuel this growing market.

The Stakes: A Cultural and Economic Game

Africa’s sports economy is no longer a side show. It’s a new pillar of GDP growth, driven by media rights, advertising, tourism, and digital commerce. The continent’s betting market alone is estimated at over $17 billion annually, while merchandise and sponsorship deals are multiplying. With Bolloré’s media empire now spanning from Abidjan to Johannesburg, France is once again asserting its influence — this time not through politics or oil, but through sport and entertainment.

Critics warn of a potential monopoly over Africa’s visual culture, but others see opportunity: a bridge between African creativity and global visibility. “Canal+ can finally make African sport visible on a world stage,” says Nigerian sports analyst Tunde Ogunleye. “If managed fairly, this could be a renaissance moment for African broadcasting.”

Beyond profits, the merger could change how Africans experience their own champions. With Canal+ and SuperSport working in tandem, viewers from Accra to Antananarivo will be able to watch local leagues, continental tournaments, and global events on a single network — dubbed in their languages, accessible on mobile, and celebrated on African screens.

Idriss Linge