The Billion-Dollar Potential of African Sport in the Diaspora

The return of the Unity Cup after 21 years electrified London’s Brentford Stadium, drawing record crowds and reigniting diasporan pride. With planning already underway for the 2026 edition, the tournament is more than just a celebration of African football. It’s emerging as a catalyst for global connection and economic opportunity.

This week, host Tiwa Adebayo sits down with Bloomberg reporters Olatomiwa Tobi and Nduka Orjinmo to explore how sport is becoming a powerful force in uniting African communities abroad, as well as a billion-dollar opportunity for brands willing to invest.

(Regular host Jennifer Zabasajja returns next week.)

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