Around the World: The Sports Market in the Republic of South Africa
The Republic of South Africa possesses a vibrant and complex sports landscape, deeply woven into its cultural fabric and holding significant economic potential.
South Africa’s Sports Landscape Overview
Sport holds a profound cultural significance in South Africa, often characterized by immense fervour and passion across its diverse population. The nation’s sporting heritage is notably influenced by its historical trajectory.
The three most popular mainstream sports – cricket, football, and rugby – are a direct reflection of the country’s early British colonial influence. This historical foundation is not merely a past event but an ongoing structural challenge that profoundly influences participation demographics, policy, funding allocation and grassroots development efforts, particularly concerning racial inclusivity and access.
The enduring impact of the Apartheid era on South African sports is well-documented. During this period, South Africa faced international sanctions, leading to its absence from global sporting events. Following the end of Apartheid, the country embarked on a journey of reintegration, symbolized powerfully by President Nelson Mandela wearing the Springbok rugby jersey at the 1995 Rugby World Cup final, a gesture that underscored national unity and the vision of a “New South Africa”.
Overview of major sports and their general popularity
Football, rugby and cricket stand as the most popular mainstream sports in South Africa.
Football is widely regarded as the nation’s most beloved sport, leading significantly in both participation and viewership, especially among the black population. Rugby union, while historically most popular among white South Africans, has successfully expanded its dedicated following to include other ethnic groups in recent years. Cricket, traditionally popular among English-speaking white and Indian communities, has also seen an exponential increase in its following across all racial groups. South Africa holds the unique distinction of being one of the few countries globally to have participated in the World Cups of all three major sports: cricket, football and rugby..
Beyond these dominant three, other sports such as athletics, basketball, boxing, golf, netball, swimming and tennis also enjoy a significant following across the country.
Market Dynamics & Economic Contribution
The South African sports market is characterized by robust growth across various segments, reflecting its significant economic contribution and future potential.
Overall market size and growth projections
The sports apparel market in South Africa is a substantial segment, with a market size of USD 2.86 billion in 2024. Projections indicate continued expansion, with an expected value of USD 3.95 billion by 2032, representing a Compound Annual Growth Rate (CAGR) of 5.99% from 2025 to 2032.
A notable and rapidly expanding segment is online sports betting. South Africa recorded a significant $3.37 billion in Gross Gaming Revenue (GGR) from gambling in the 12 months leading up to March 2024. Within this, online sports betting revenues surged by a remarkable 51.2% year-on-year, accounting for 49% of the country’s total GGR.
This substantial growth in online sports betting revenue and the rapid expansion of e-sports within the sports event market indicate a broader and accelerating shift towards digital consumption and monetization within the South African sports industry. This trend represents a key aspect of modernization and diversification of revenue streams, driven by increasing digital access and evolving consumer habits. The impressive leap in online sports betting revenue, coupled with the identification of e-sports events as the fastest-growing segment in the sports event market, points to a fundamental transformation in how consumers engage with and spend money on sports. This strong digital transformation is facilitated by increased digital penetration and accessibility, creating new flows of revenue and engagement that extend beyond traditional channels.
South Africa sports market size and growth projections
Key market segments and revenue breakdown
Within the sports apparel market, synthetic materials constituted the largest segment, generating USD 1.64 billion in revenue in 2024. Water-based printing emerged as the fastest-growing segment, with a projected CAGR of 9.63%. Supermarket/Hypermarket channels currently represent the largest distribution segment. The broader South African sports equipment market recorded total revenues of $1,337.8 million in 2017. Clothing, footwear, and accessories specialists accounted for 26.1% of sales, while the online channel demonstrated significant growth, with a CAGR of 21.3% between 2014 and 2019.
In the sports event market, professional sports events were the dominant revenue generator, holding a 75% market share in 2024. E-Sports Events, however, are recognized as the fastest-growing segment, signaling a shift in consumer interest and investment. Revenue streams within this market are diverse, encompassing ticket sales, digital and physical sales, sponsorships and advertising, media rights and broadcasting, merchandising and licensing, and betting and fantasy sports.
The sports broadcasting technology market is primarily driven by “Solution” components, which accounted for a 77.76% revenue share in 2023, while “Services” represented the fastest-growing component. Broadcasting platforms include traditional radio and television (encompassing Digital Terrestrial Television (DTT), Satellite Direct-to-Home, IPTV and Cable Television), alongside the rapidly expanding Over-The-Top (OTT) streaming services. Broader sports market revenue is derived from media rights, merchandising, ticket sales, and sponsorships.
Economic impact: GDP, employment and sports tourism
The South African sport industry makes a substantial economic contribution, estimated to be approximately R50 billion annually to the national economy. This represents a significant contribution, especially when considering South Africa’s total GDP, which ranges between R4.5 trillion and R5 trillion. The sector is also a major employer, estimated to provide employment for over 500,000 people.
Sports tourism stands out as a particularly dynamic area of growth. It is projected to increase at a robust 9% growth rate through 2032 and currently accounts for 2% to 5% of the global sports tourism market share.
Mega sporting events have consistently demonstrated a profound economic impact. The 2010 FIFA World Cup, for instance, generated R20 billion in economic output and contributed R11 billion to GDP growth, while creating 38,600 temporary jobs. Similarly, the HSBC Sevens Rugby festival hosted in Cape Town contributed over R3 billion to the city’s economy and created more than 2,000 jobs. The golf industry alone contributes an estimated R49 billion to the economy, approximately 4% of GDP, and supports 40,000 jobs annually.
The strong evidence of direct economic impact from these major sporting events, through tourism, job creation and GDP growth, indicates that strategic bidding for and hosting of international events is a powerful and proven lever for economic stimulation and national branding. This creates a flow of economic benefits that extends beyond the immediate event. The ripple effect extends to enhanced national brand equity, attracting further tourism and investment and showcasing South Africa as a desirable destination.
Recent triumphs in cricket, particularly by the Proteas, are actively fueling a sports tourism renaissance. This success has led to increased demand for travel, hospitality, and retail services, alongside a significant lift in the national brand equity. Cricket South Africa (CSA) has strategically invested R1.9 billion into grassroots programs, establishing 70 community centers that not only nurture talent but also serve as tourist attractions. The potential hosting of the 2027 Cricket World Cup is anticipated to mirror the success and economic impact of the 2010 FIFA World Cup.
Popularity, Participation & Fan Engagement
Understanding the dynamics of popularity, participation and fan engagement is crucial for comprehending the South African sports landscape. These elements dictate audience reach, commercial viability and the effectiveness of development initiatives.
Dominant Sports and Participation Trends
Football: Football remains the most cherished sport in South Africa, leading in both participation and viewership. A TGM Euro Survey in South Africa 2024 indicates that 81% of South Africans express interest in football. While a vast majority (94%) watch on TV and 55% follow online, only 21% actively play the sport. The sport has undergone significant transformation, with 82% of participants identified as African and 5% as white. Efforts to boost women’s participation have been successful, with the number of registered women players increasing to 456,000, with ambitious plans to double this figure by 2030. At the university level, football recorded 537 players participating in competitive leagues in 2008.
Rugby: Traditionally popular among white South Africans, rugby has successfully attracted a dedicated following from other ethnic groups in recent years. South Africa boasts over 400,000 registered rugby players. Globally, the total number of registered rugby players increased from 5.82 million to 8.4 million in 2023, with South Africa contributing significantly with 804,279 registered players in the same year.
Cricket: Popularity for cricket, initially concentrated among English-speaking white and Indian communities, has now spread across all races. Cricket South Africa (CSA) engages over 100,000 players annually across various levels. The KFC Mini-Cricket program, a key grassroots initiative, reaches 127,000 children in 7,811 schools nationwide. Additionally, 6,400 cricketers participate in 70 hubs located in townships and rural areas. CSA has also made strides in gender inclusivity, achieving a 30% increase in female participation over the past three years and launching a Professional Women’s Domestic League.
Netball: This sport is particularly popular among girls and women. The Telkom Netball League expanded to 16 teams in 2024, and notably, over 60 men’s teams now compete, indicating a growing male footprint in the sport.
Fan Engagement and media consumption habits
Fan engagement is a critical driver of positive consumer behaviors, directly influencing match attendance and merchandise expenditure. A strong identification with a team directly correlates with increased social media use, which in turn amplifies knowledge acquisition and influences consumption intentions.
Football Viewership: Football garners immense viewership in South Africa. Over 70% of South Africans, an estimated 40 million people, tuned in to watch the previous FIFA World Cup. The English Premier League is the most popular domestic league, attracting around 12 million viewers weekly. The Africa Cup of Nations (AFCON) is the second most popular international football tournament after the World Cup. For the UEFA Euro 2024, 72% of South Africans expressed interest, with 67% planning to watch on traditional TV broadcasts and 48% via streaming platforms.
Cricket Viewership (Betway SA20): The Betway SA20 tournament has shown significant growth in viewership. Total unique viewership surged by 47% year-on-year, climbing from 1.6 million in 2024 to 2.37 million in 2025. Live unique audience figures also saw a substantial 46% rise, reaching over 1.3 million. Overall consumption increased by 38%, with more than 14.3 million hours of cricket viewed during the 2025 season. The 2025 SA20 final alone attracted 688,618 viewers, a considerable increase from the previous season’s final.
Rugby Viewership (URC): The 2023/24 Vodacom United Rugby Championship (URC) season recorded a total audience figure of 47.7 million, a significant increase from 37.4 million in 2023. Live URC broadcasts attracted 1.19 million unique viewers, with overall consumption up by 19% and the total unique audience increasing by 6%. South African teams were major draws, with the 2023-24 URC final attracting 610,977 unique viewers.
Media Consumption Shift: A critical shift in sports content consumption has occurred in South Africa, with social media and streaming platforms now surpassing traditional linear television as the dominant channels for sports fans. Digital platforms offer a more cost-effective alternative for consumers who cannot afford pay-TV subscriptions. This pronounced shift from traditional TV to digital and streaming platforms for sports consumption is a direct response to socio-economic factors, particularly the need for cost-effectiveness and accessibility in a market characterized by high unemployment (27.1%) and varying income levels. This flow of consumption directly impacts advertising and sponsorship strategies, necessitating a pivot towards digital-first engagement models.
The economic realities, including high unemployment and lower disposable income for a significant portion of the population, directly compel consumers to seek out more affordable ways to consume sports, which digital platforms effectively provide. This establishes a clear causal relationship where economic constraints drive media consumption habits. The trend is the accelerating shift to digital. The implication for the industry is that to reach the broadest audience and maximize engagement, especially among lower Living Standards Measure (LSM) groups, strategies must prioritize accessible digital platforms, thereby impacting the flow of advertising revenue and fan interaction.
Major professional leagues and clubs
South Africa hosts several prominent professional leagues and clubs across its major sports. In Rugby, the country participates in the domestic Currie Cup, the international United Rugby Championship (URC), which includes teams from Ireland, Scotland, Wales, and Italy, and the European Rugby Champions Cup. Key entities include the national team, the Springboks, and provincial teams such as the Golden Lions, Sharks, Stormers, Blue Bulls and Cheetahs.
In Football, the Premier Soccer League (PSL) serves as the top-tier league, overseeing two professional divisions. Major domestic cup competitions include the Nedbank Cup, Telkom Knockout and MTN8. The landscape is dominated by legendary teams like Kaizer Chiefs, Orlando Pirates or Mamelodi Sundowns.
For Cricket, the Betway SA20 has emerged as South Africa’s premier T20 tournament. Furthermore, a Professional Women’s Domestic League has been successfully launched, signifying growth and professionalization in women’s cricket.
In Hockey, the Premier Hockey League features two leagues – one for men and one for women – each comprising six teams. Similarly, Netball has its domestic professional league, the Telkom Netball League.
Governance, Infrastructure & Athlete Development
The robust development and sustained success of South African sport are intrinsically linked to its governance structures, the availability of quality infrastructure and comprehensive athlete development pathways.
Government role, policies and funding
The Department of Sport, Arts and Culture (DSAC) is the primary government body mandated to provide leadership, accelerate transformation, oversee development, legislate on sports participation, infrastructure, safety and enhance South Africa’s international sporting standing.
The National Sport and Recreation Act (2007) provides the legal framework for the promotion, development, funding and regulation of sport and recreation. This Act aims to correct historical imbalances and promote equity and democracy within the sector. Under this Act, the Sports Commission is tasked with coordinating promotion and development, issuing guidelines, funding facilities, implementing a results-based funding policy, encouraging self-reliance among federations and even restricting funding for federations that lack development programs or exclude disadvantaged groups.
Despite these clear mandates and legislative frameworks, a significant challenge lies in the practical implementation of government funding. Government funding often falls short, with minimal allocation directed towards grassroots development and school sport. This creates a critical gap in the structure of sports development, forcing a heavy reliance on corporate sponsorships for financial sustainability.
Key stakeholders: Federations, SASCOC and corporate sponsors
The South African Sports Confederation and Olympic Committee (SASCOC) serves as the national controlling body for high-performance sport. Its responsibilities include preparing and delivering South African national teams (Team SA) to international multi-coded events such as the Olympic Games, Paralympic Games and Commonwealth Games. SASCOC is also responsible for awarding National Protea Colours and endorsing bids for international events. It collaborates closely with the DSAC/SRSA and receives funding for elite athlete preparation.
Various sporting federations govern individual sporting codes in South Africa. These include prominent bodies like the South African Football Association (SAFA), Cricket South Africa (CSA), South African Rugby Union (SARU) and Netball South Africa (NSA). These federations are responsible for the specific governance and development of their respective sports, including organizing competitions, athlete development and ensuring compliance with national and international regulations.
Major corporate sponsors play a vital role in the financial sustainability of many sports, especially in light of government funding shortfalls. Key corporate entities actively involved in sports sponsorship include Nedbank (supporting golf, football, running and cycling), and for Netball South Africa, sponsors like SPAR, Telkom, PUMA, Hollywoodbets, SuperSport and Discovery are crucial.
Other significant brands in the South African sports sponsorship market include FNB, ABSA, SABMiller, Coca-Cola, Castle Lager, Unilever or Toyota. Notably, Indian betting companies have a dominant presence in sponsoring the SA20 cricket league. Companies like Puma are strategically targeting Africa’s growing youth population by offering more affordable products and athleisure wear, demonstrating a tailored approach to the market.
Broadcasting Rights have been a contentious area. Historically, the South African Broadcast Corporation (SABC) held a monopoly on sports coverage. However, SuperSport gradually acquired exclusive broadcasting rights for major sports like rugby (from 1995) and the Premier Soccer League (from 2008), leading to a “blackout” of significant cricket matches on SABC.
The Independent Communications Authority of South Africa (ICASA) has attempted to ensure free-to-air access for national events, but the financial reliance of sports federations on lucrative pay-TV deals remains a significant challenge. The Premier Soccer League, for example, explicitly states its heavy reliance on broadcast rights revenue to financially support its clubs, without which many would not be able to participate professionally. The ruling African National Congress (ANC) is actively advocating for a ban on exclusive broadcasting rights for national team matches to increase public access.
The financial imperative of sports federations, driven by the need for club survival and development, directly causes them to seek the highest bidder for broadcast rights, which is typically pay-TV. This establishes a systemic issue where the flow of sports content is restricted by commercial interests. The theme is the tension between the commercialization of sports for financial sustainability and the public interest in widespread access and social cohesion. This tension is a core structural element in the South African sports broadcasting landscape.
Sports infrastructure and grassroots development
South Africa possesses significant sports infrastructure, including major stadiums like FNB Stadium (94,736 capacity), Ellis Park (62,567), Cape Town Stadium (58,300), Moses Mabhida (54,000), Kings Park (52,000) and Loftus Versfeld (51,762). Many of these facilities have undergone recent upgrades, which has positively impacted the economy. The country also boasts 11 ICC-accredited cricket stadia.
For elite athlete training, facilities like the Stellenbosch Academy of Sport (SAS) offer custom-built, high-performance environments with world-class amenities, on-site accommodation, nutritionist-customized meals and expert support for various sports. Similarly, XFE Elite Sport Academy provides all-inclusive, high-performance programs for international athletes, partnering with advanced facilities across South Africa.
Despite these high-level facilities, significant barriers impede athlete development, particularly at the grassroots level. The persistent lack of adequate facilities, equipment and financial support in grassroots and school sports directly contributes to high dropout rates of talented athletes and perpetuates historical inequities stemming from Apartheid.
Government initiatives, such as the DSAC’s support for school sport leagues and community-based activities, aim to provide sports equipment and attire to schools, hubs, and clubs. Non-profit organizations also play a crucial role. The Sports Trust provides sporting equipment, kits and builds facilities, including 129 multipurpose sport courts, specifically for previously disadvantaged South Africans, with a focus on schools. Their initiatives include cycling development programs and the distribution of over 1,000 football kits.
Challenges, Opportunities & Emerging Trends
The South African sports landscape, while vibrant and passionate, faces a complex interplay of challenges and opportunities that will define its future trajectory.
Key challenges
The challenges are multifaceted and often interconnected, representing a persistent theme of inequality rooted in historical legacies. Addressing one often requires a holistic approach that tackles the others, highlighting a complex structure of systemic disadvantage.
- Financial constraints and investment gaps: Government funding frequently falls short, and corporate sponsorships can be erratic, leading to inadequate resources, including equipment and mentors, for young prospects. A significant barrier for athletes, particularly in the early stages of their careers, is the lack of financial support, which can lead to low morale and high dropout rates. Poorly funded sports clubs in townships exacerbate this issue.
- Transformation and Inclusivity: Achieving genuine transformation beyond mere inclusivity remains a substantial hurdle. Historically, certain sports like rugby and cricket were dominated by specific racial groups, while football was primarily the sport of the majority. Despite government efforts, significant work is still required to ensure equal opportunities for all athletes, irrespective of their race or economic status.
- Dysfunctional school sports systems: Many schools, especially in townships and rural areas, lack organized sports programs, adequate facilities and essential equipment. Educators often demonstrate limited interest in sports, which hinders early talent development.
- Lack of post-career support: Athletes frequently encounter insufficient career guidance for life after sport, leading to anxiety and potential mental health issues upon retirement.
- Infrastructure limitations: There is a notable lack of access to professional sporting facilities in residential areas, coupled with poor maintenance of existing infrastructure and expensive or unreliable transportation options.
- Sports betting concerns: While the rapidly growing sports betting industry offers economic benefits, it also presents challenges such as the risk of gambling addiction and complex regulatory concerns that need careful management.
- Broadcasting rights disputes: An ongoing challenge involves the conflict between ensuring free-to-air access to major sporting events for the general public (a matter of public interest) and the financial reliance of sports federations on lucrative exclusive pay-TV deals, which are crucial for the survival and development of clubs.
Opportunities and emerging trends
Despite the challenges, the South African sports landscape is ripe with opportunities and is influenced by several emerging trends that could drive significant growth and positive change.
- Digital transformation and online engagement: The rapid growth of online sports betting and e-sports signifies a broader shift towards digital consumption. This trend, coupled with the increasing dominance of social media and streaming platforms over traditional TV for sports content, presents a significant opportunity. Leveraging technology for athlete training, sophisticated analytics and expanding viewership through live streaming can enhance global competitiveness. The shift to digital platforms is particularly important given their cost-effectiveness, offering broader accessibility to fans who may not afford pay-TV.
- Growth in women’s sports: Women’s sports in South Africa have experienced rapid growth recently, despite ongoing funding and sponsorship disparities compared to men’s sports. Initiatives focused on boosting investment, visibility, and equal pay for female athletes are gaining momentum, fostering gender equality and opening new market segments.
- Sports tourism as an economic driver: South Africa has a proven track record of successfully hosting major international sporting events, such as the 2010 FIFA World Cup and the 1995 Rugby World Cup, which significantly boosted tourism and elevated the nation’s global standing. The sports tourism market is projected for explosive growth, with cricket triumphs specifically fueling a renaissance in this sector. The potential to host more major tournaments offers significant economic benefits, provided careful financial planning is undertaken to avoid long-term burdens.
- Public-private partnerships (PPPs): Given the financial constraints faced by government and sporting bodies, innovative funding solutions like PPPs are crucial for sustainable sports growth. The active role of corporate sponsors and non-profit organizations in filling infrastructure and funding gaps demonstrates the viability and necessity of such collaborations.
- Grassroots development and social impact: Investing in grassroots sports can unlock untapped talent and serve as a powerful tool for social change, promoting inclusivity, healthy lifestyles, and positive values among young people. Organizations like The Sports Trust and Grassroot Football are already demonstrating the profound community impact of such initiatives.
EMW Perspective
The South African sports landscape presents a unique blend of historical complexity and future-facing opportunity, making it a compelling market for strategic engagement. While deeply rooted in historical legacies, such as the enduring impact of the Apartheid era on racial inclusivity and funding allocation, the market is undergoing a profound and exciting transformation. Key challenges, including the persistent conflict between free-to-air public access and the financial imperative of pay-TV broadcasting rights, highlight the complex structural issues that require nuanced solutions.
Despite these complexities, the market is rich with potential, driven by several powerful emerging trends. (1) The accelerating shift towards digital platforms, evidenced by the explosive growth in online sports betting revenue which surged by a remarkable 51.2% year-on-year, is fundamentally changing fan engagement and monetization. (2) Similarly, the proven economic power of sports tourism, with mega-events like the 2010 FIFA World Cup generating R20 billion in economic output and the recent cricket successes fueling a sports tourism renaissance, offers significant avenues for commercial growth. (3) This is further complemented by the rapid growth of women’s sports and strategic investments in grassroots development, which are unlocking new talent and market segments.
At EMW Global, we see these developments not as obstacles, but as strategic entry points for international brands.
Our deep understanding of the market’s intricacies, from navigating broadcasting rights issues to identifying opportunities within the burgeoning digital and sports tourism sectors, allows us to connect global brands with this vibrant ecosystem and its diverse fan base. Our partnership with rising rugby star Sacha Feinberg-Mngomezulu is a perfect example of this approach, demonstrating our commitment to identifying and supporting next-generation talent while bridging the gap between local heroes and global brand narratives. We are uniquely positioned to help our clients build meaningful connections, drive impactful engagement, and unlock the immense, multifaceted potential that the South African sports market has to offer.
