By Daniel Bampoe
Sports promoter, Sharaf Mahama, Chief Executive Officer of Legacy Rise Sports and son of Ghanaian President John Dramani Mahama, has called on the African diaspora to play a more active role in boosting the continent’s sports and entertainment industries.
Speaking at the prestigious Africa Business Conference hosted by Johns Hopkins University in Washington, D.C., on April 26, Mahama emphasized that the development of sports and entertainment offers Africa a critical avenue to reshape its global image and unlock vast economic opportunities.
During a panel session themed “Media, Marketing, and Entertainment: Africa’s Next Growth Frontiers,” Mahama described sports and entertainment as Africa’s “modern soft power.”
He explained that each international success story involving African athletes and artists challenges lingering negative stereotypes about the continent.
“Every time an African athlete or artist succeeds on the world stage, they break down negative stereotypes about Africa,” he said.
Through his organisation, Legacy Rise Sports, Mahama said efforts are being made to support athletes not just in honing their sporting talents but also in building personal brands that serve as positive narratives for the continent.
“At Legacy Rise Sports, we are committed to supporting our athletes to excel, not only in their sporting careers but also as ambassadors of a new African story — one that is defined by resilience, talent, and opportunity,” he noted.
Strategic Diaspora Investment
Mahama stressed that despite the continent’s abundance of raw talent, many young African athletes lack the systems and financial backing needed to thrive internationally.
He called for deliberate, strategic investments from the African diaspora, whose estimated spending power exceeds US$1 trillion annually.
“The potential for Africa’s sports economy is projected to exceed US$20 billion by 2035,” Mahama stated.
“But to unlock this potential, we must create intentional partnerships that invest in athletes and the infrastructure that supports them.”
He urged diaspora investors to look beyond remittances to sustainable investments that build sports academies, arenas, and media platforms supporting African athletes.
Legacy Rise Sports Initiatives
Mahama outlined several ongoing initiatives led by Legacy Rise Sports aimed at bridging existing gaps.
Among them is “The Ultimate Legacy Night,” a popular annual event that combines boxing and music at the Bukom Boxing Arena in Accra, Ghana.
The event has previously featured international music icon Davido and Ghanaian boxing legend Azumah Nelson, drawing major crowds and international attention.
He also highlighted the organisation’s global outreach programs, which have allowed promising young Ghanaian boxers to compete in the United Kingdom and other international markets, gaining exposure and experience critical for their professional development.
Legacy Rise Sports currently manages over 40 athletes across different disciplines, offering mentorship in both sports performance and personal branding.
Mahama stressed that beyond training, the organisation ensures that athletes are prepared to engage media and represent themselves effectively in global spaces.
Additionally, Mahama pointed to Legacy Rise Sports’ strategic engagements with top academic institutions such as Harvard University and Johns Hopkins University, underscoring the importance of combining sports management expertise with academic partnerships to raise the bar for Africa’s sports sector.
Expansion Plans
Looking ahead, Mahama revealed that Legacy Rise Sports plans to expand its programs to all 16 regions of Ghana by 2030.
This expansion aims to create thousands of direct and indirect jobs by investing in athlete education, skill development, and community-driven sports initiatives.
“We see sports not only as a source of national pride but also as a key economic sector that can drive employment and social development,” he concluded.
