CAIRO - 14 November 2023: The third edition of the Intra-African Trade Fair, IATF2023, shed light on the challenges and future outlook of the African sports industry. Discussing the future outlook, Shuaibu presented realistic solutions through partnerships, collaboration, more sports-preneurs, consistent investment, data and insights, favorable government policies, and government support and endorsement. She emphasized the need for reliable data in African sports. “We don't really have reliable data with African sports,” she commented. Global sports industry revenue in 2021 reached about $400 billion, with global sponsorship spending hitting approximately $14 billion.
