Shogo Shodunnke, Chief Executive Officer of Phreestyle Sport and brain behind the AMAPRO African Development Project, has joined other football business experts in calling for a radical shift in how African football is managed and commercialised.
Shodunnke was one of the panelists at the ongoing SportsBiz African Forum in Kigali, Rwanda, where conversations centred on how sport can be repositioned to contribute significantly to the continent’s Gross Domestic Product, GDP.
The two-day summit brought together stakeholders from across the world to introduce a fresh framework aimed at protecting not just athletes and officials, but also investors, while ensuring football becomes attractive to the global market.
Shodunnke was joined on the panel by three other renowned voices in African football business: Nozibusiso Sibiya, a TV and Multimedia Journalist from SABC Sport; Engineer Hersi Ally Said, Chairman of the African Club Association (ACA); and Emmanuel Saffa Abdulai, CEO of Luawa FC.
The panel unpacked the commercial growth of African football with a strong emphasis on revenue streams such as club sponsorship, merchandising, ticketing, and the fast-growing opportunities within digital platforms.
They also highlighted the importance of professionalising administration in football leagues and federations to attract sustained corporate interest.
Shodunnke, while contributing to the discussions, emphasised that African clubs must rethink their approach if they are to harness the true commercial power of the game. He noted that football in Africa can no longer depend on outdated revenue models.
According to him, “African football must begin to run as a business; the passion is there, the talent is there, but until administrators adopt global best practices in governance, marketing, and fan experience, the game will remain underutilised as a GDP driver.”
He advised club administrators on the continent to embrace innovation and professionalism, stressing that clubs must aggressively diversify revenue streams beyond gate collections and government support, adding that merchandising, digital engagement, and corporate sponsorships were key levers for growth.
Shodunnke further called on leagues and clubs to invest in structures that protect players, create investor confidence, and ensure the sport is positioned as a globally competitive product. He maintained that without strong institutions and accountability, the opportunities in African football would remain largely untapped.
The panelists agreed that if African football embraces these reforms, it will not only strengthen its commercial base but also create jobs, foster youth development, and significantly boost the GDP of several nations across the continent.
The 2025 SportsBiz African Forum continues in Kigali with more sessions expected to address issues of governance, innovation, legal framework and sustainable financing in African football.
