At the Africa Business Conference hosted by Johns Hopkins University in Washington DC, Mr. Sharaf Mahama, Chief Executive Officer of Legacy Rise Sports, called for greater investment in Africa’s sports and entertainment sectors, emphasizing their power to reshape the continent’s global image and create meaningful economic opportunities for local communities.
Participating in a panel discussion on Media, Marketing, and Entertainment, Mr. Mahama described sports and entertainment as Africa’s “modern soft power,” capable of projecting new narratives of Africa to the world. “Every time an African athlete or artist succeeds on the world stage, they challenge outdated narratives about Africa,” he remarked. “And at Legacy Rise Sports, we are focused on supporting our athletes to achieve the best on and off the field as ambassadors of a new African story—one of resilience, talent, and opportunity.”
In a separate pitch session to investors, Mr. Mahama emphasized the need for impactful investment in African sports ecosystems, highlighting the lack of structured support for young athletes despite the continent’s rich talent pool. He outlined how Legacy Rise Sports is bridging this gap by combining elite talent scouting, athlete management, and global exposure strategies, while integrating diaspora-backed investment models.
“Africa’s sports economy is projected to surpass US$20 billion by 2035,” Mr. Mahama noted. “But unlocking this potential requires intentional partnerships that invest in both athletes and the communities that nurture them.”
He called on the diasporan communities and investors to join hands in shaping Africa’s sports future, noting that the African diaspora possesses over US$1 trillion in spending power, which could be pivotal in catalyzing development initiatives across the continent.
At the conference, Mr. Mahama showcased the work of Legacy Rise Sports, which focuses on athlete development, media branding, and global exposure. Key initiatives include:
- The Ultimate Legacy Night, a major boxing and entertainment event held at Bukom Boxing Arena in Accra, which attracted thousands of spectators and featured prominent artists such as Davido and Azumah Nelson.
- International Athlete Exposure, including sponsorships enabling young Ghanaian boxers to compete in the United Kingdom.
- Talent Development Programs, supporting over 40 athletes with structured mentorship, training, and branding support.
- Global Advocacy and Outreach, with recent engagements at Harvard University and now Johns Hopkins University.
Looking ahead, Mr. Mahama outlined Legacy Rise Sports’ ambition to train more athletes across all 16 regions of Ghana by 2030 and create direct and indirect jobs through athlete education and empowerment.