Sports are not just a game. They represent a full-fledged economic sector, a development driver, and a powerful strategic tool for businesses and institutions. My role as a senior consultant in sports is precisely to connect these different worlds, providing strategic and operational solutions to stakeholders seeking to optimize their impact in the sports industry.
Strategy Consulting Applied to Sports
Like a traditional strategy consultant, I work on advisory, analysis, and planning missions. However, my field of expertise is sports. I collaborate with both public institutions—such as federations or event organizing committees—and private companies looking to leverage sports in their strategy.
For example, as part of the FIFA World Cup 2030, I support a stakeholder in establishing a monitoring and governance framework to ensure compliance with FIFA’s requirements.
Similarly, I have assisted a major player in the tourism sector in designing its sports strategy, ranging from evaluating its partnership portfolio to proposing concrete activations that strengthen its presence in the sports world.
Additionally, I help sports clubs optimize their revenue. This involves improving their commercial strategy, developing new revenue streams such as sponsorships or premium fan experiences, and optimizing the management of their infrastructure to maximize profitability.
Organizing Sports Competitions: Marketing in Action
Alongside these strategic missions, I am also active in coordinating marketing operations during CAF (Confederation of African Football) competitions. From AFCON to the CAF Champions League, my job is to ensure that branding, sponsor visibility, and on-site activations are flawlessly executed.
A concrete example: Money Can’t Buy (MCB) activations. Imagine a VIP experience where fans, after winning a contest organized by a sponsor, get the chance to witness the players’ arrival, step onto the pitch before the match, and enjoy a unique immersive experience. My role is to ensure that these activations are designed, organized, and delivered seamlessly, aligning with the expectations of both sponsors and event organizers.
A Sector Undergoing Rapid Transformation
As a senior consultant, my daily work oscillates between strategic analysis, executive advising, and hands-on operational execution. This versatility is what makes my profession both stimulating and impactful.
Sports in Africa remain a niche sector, but it is evolving rapidly. With increasing professionalization of competitions and growing investments, sports represent a real driver of economic development. The upcoming AFCON in Morocco could break all commercial records, highlighting the immense potential of the continent.
I firmly believe that to turn sports into a sustainable business practice in Africa, we must attract more talent to the sector—whether from management, marketing, finance, or engineering. Structuring and professionalizing the industry is essential to ensuring its long-term growth.
Are you interested in the sports sector in Africa? Would you like to see more articles with insights on this industry? Let me know in the comments!
