TLDR
- Helios Investment Partners is scaling up its presence in Africa’s creative sector with a new $75 million fund targeting sports and entertainment
- The London-based private equity firm’s specialist arm secured $50 million in equity from development finance institutions to support the strategy
- Helios’s strategy builds on its 2021 investment in NBA Africa, which valued the league’s Africa division at $1 billion
Helios Investment Partners is scaling up its presence in Africa’s creative sector with a new $75 million fund targeting sports and entertainment. The London-based private equity firm’s specialist arm, Helios Sports and Entertainment Group (HSEG), secured $50 million in equity from development finance institutions to support the strategy.
The International Finance Corporation (IFC) will contribute up to $30 million, while Proparco, part of the Agence Française de Développement Group, is adding up to $20 million. The fund will invest in media rights, sports IP, live events, and physical infrastructure.
Helios’s strategy builds on its 2021 investment in NBA Africa, which valued the league’s Africa division at $1 billion. It has since backed ventures such as the Professional Fighters League (PFL), The Malachite Group, and the Zaria Group–co-founded with Toronto Raptors President Masai Ujiri.
Zaria opened its first $26 million mixed-use facility, Zaria Court, in Kigali this week. Located next to BK Arena, the venue includes a boutique hotel, event spaces, and public sports facilities. Helios is also raising $750 million for a fifth fund focused on technological innovation across Africa.
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Key Takeaways
Helios’s $75 million fund reflects a growing shift by institutional investors toward Africa’s cultural and entertainment industries. Traditionally overlooked in favor of sectors like finance and telecoms, the creative economy is beginning to attract capital as mobile usage, internet penetration, and demand for locally relevant content rise among Africa’s youth. Sports, in particular, have become a gateway sector. By investing in basketball (NBA Africa), mixed martial arts (PFL), and infrastructure (Zaria Court), Helios is positioning itself as a first mover in a high-growth space. According to the African Union and UNESCO, the continent’s creative sector could contribute over $20 billion annually to GDP by 2035 and create millions of jobs. Helios’s model pairs international brands with local knowledge and capital, creating an ecosystem that spans leagues, venues, and talent development. This vertical integration aligns with broader macro trends: Africa’s median age is under 20, and urbanization is accelerating. For investors willing to take a long view, the sports and entertainment sector could become a core growth engine.