Soccer is the frequent language of sport. 79% of respondents are inquisitive about soccer and 71% observe it extra carefully than every other sport. Curiosity peaks in Ghana (90%) and Nigeria (85%) and is lowest in South Africa (69%) and Rwanda (66%).
25%
of South Africans are inquisitive about rugby and 18% in cricket, making South Africa probably the most multi-sport market, with curiosity in each sports activities considerably greater than in different nations.
55%
observe sports activities primarily by way of tv, rising to 67% in each South Africa and Ghana. Radio stays vital in Rwanda (36%) and Ghana (29%), however has restricted relevance in Nigeria (7%).
17%
categorical curiosity in basketball, highlighting its area of interest enchantment, though curiosity is greater in Nigeria (23%) and notably low in South Africa (7%). 93% would attend an NBA or BAL recreation.
54%
observe Formulation 1 to some extent, with Nigeria main at 64%, indicating broad viewers attain throughout markets. Amongst F1 followers, 89% are inquisitive about attending a race in Africa.
Sport in Africa is rising in scale, attain and industrial curiosity. The Basketball Africa League (BAL) started its sixth season in 2026 with 12 groups, opening in Pretoria. Trade protection describes a market the place sponsorship has not but caught up with viewers measurement, which makes the sponsorship findings on this report related to manufacturers. See this evaluation of the African sports activities sponsorship hole.
GeoPoll ran a cellular survey on sport, basketball and Formulation 1 in 5 African markets. The questionnaire lined sports activities curiosity and habits, media channels, sponsorship, the NBA and the Basketball Africa League (BAL), Formulation 1 and month-to-month spend on sport. Rwanda was fielded in Kinyarwanda and the opposite 4 nations in English.
Sports activities engagement
Half of respondents 51% observe sport usually and an additional 35% observe it often, so 86% observe sport in some type. Rwanda is the outlier, with solely 13% following sport usually and 62% following it often. Lapsed followers, who used to observe sport however not do, are highest in Rwanda (13%) and South Africa (12%), whereas 5% of respondents have by no means adopted sport.
Half of respondents (51%) observe sport usually, and 79% observe it at the very least as soon as per week. Nigeria (59%), Kenya (56%) and Ghana (56%) lead, whereas Rwanda is way behind at 13%.
Every day following is strongest in Ghana (37%) and Nigeria (34%), each considerably forward of South Africa (22%) and Rwanda (9%). Males observe sport day by day at 33% in opposition to 17% for ladies, a spot that holds after controlling for nation and age.
Stay attendance is frequent. 58% attend a dwell sporting occasion at the very least each few months. Nigeria (68%) is considerably forward of Kenya, South Africa, Ghana and Rwanda. Rwanda has the most important share who by no means attend (26%), and girls are far much less doubtless than males to attend.
Which sports activities folks observe
Soccer is the frequent language of sport. 79% of respondents are inquisitive about soccer, and 71% title it as the game they observe most. Soccer curiosity is greater than curiosity in every other sport in each nation, and it’s the solely sport wherein greater than half of respondents are inquisitive about each nation.
Ghana leads on soccer, with 90% of respondents . Ghana is considerably forward of all 4 different nations. Nigeria (85%) and Kenya (79%) come subsequent, and each are considerably above South Africa (69%) and Rwanda (66%). In South Africa, rugby and cricket draw a big share of followers alongside soccer, as proven under.
Soccer is extra well-liked with males (85%) than with ladies (66%), and the hole holds after controlling for nation and age. Curiosity additionally varies by age. It peaks amongst 25 to 34 12 months olds (81%) and is lowest amongst these aged 45 and over (69%).
Basketball curiosity is 17% general. Nigeria (23%) is considerably forward of Kenya, South Africa and Rwanda, and Ghana (20%) is considerably forward of South Africa. South Africa is lowest at 7%. Curiosity doesn’t differ considerably by gender or age.
Athletics is strongest in Kenya, the place 28% have an interest, considerably greater than each different nation. Ghana (19%) and South Africa (16%) are considerably forward of Nigeria (11%). Older respondents are barely extra prone to observe athletics (21% of these 45 and over, in opposition to 18% of 18 to 24 12 months olds).
South Africa is probably the most multi-sport market. Rugby curiosity is 25%, considerably greater than each different nation, and cricket is eighteen%, additionally considerably greater than all others. Rugby and cricket curiosity each rise with age, from 9% and a couple of% amongst 18 to 24 12 months olds to 19% and 12% amongst these 45 and over.
Ghana can also be the marketplace for boxing, the place 19% have an interest. That’s considerably forward of each different nation. Boxing curiosity is greater amongst males (14%) than ladies (8%).
Motorsport curiosity is low general at 10%. Kenya (13%) is considerably above Nigeria and Rwanda, and males (11%) are extra than ladies (8%).
Soccer is extra well-liked with males (85%) than with ladies (66%), and the hole holds after controlling for nation and age. Curiosity additionally varies by age. It peaks amongst 25 to 34 12 months olds (81%) and is lowest amongst these aged 45 and over (69%).
How followers observe sport
Tv is the main channel in each nation and the primary approach followers observe sport general (55%). The lead is narrowest in Rwanda, the place radio (36%) comes near TV (37%), and widest in South Africa and Ghana, the place 67% observe sport on TV. TV use rises with age, from 43% of 18 to 24 12 months olds to 66% of these aged 45 and over, and it doesn’t differ by gender.
YouTube is strongest in Kenya (34%) and Rwanda (33%), the place it’s considerably forward of Nigeria, South Africa and Ghana. Its use is comparable throughout age teams, so it’s not tied to at least one technology of followers.
Fb is strongest in Ghana (34%), considerably forward of all different nations. Males (26%) use it greater than ladies (20%), and use is lowest amongst 18 to 24 12 months olds (18%).
Radio is a significant channel in Rwanda (36%), the place it’s considerably forward of each different nation, and in Ghana (29%). It reaches solely 7% of respondents in Nigeria. Radio use rises with age, from 13% of 18 to 24 12 months olds to 23% of these aged 45 and over.
TikTok reaches about one in 5 respondents (20%), and it’s the channel of the youngest followers. Use falls from 27% amongst 18 to 24 12 months olds to fifteen% amongst these aged 45 and over. Kenya (22%), Nigeria (22%) and Ghana (23%) are considerably forward of South Africa (15%) and Rwanda (12%).
Channel use by age
Age is the clearest driver of channel selection. Controlling for nation and gender, TV and radio use rise with age, with radio levelling off after 35. TV reaches 43% of 18 to 24 12 months olds and 66% of these aged 45 and over, whereas radio climbs from 13% to 23%. TikTok runs the opposite approach, with use falling from 27% among the many youngest group to 16% amongst these aged 45 and over.
Viewing at a bar or venue follows a distinct sample. It’s lowest amongst 18 to 24 12 months olds (9%), peaks amongst 35 to 44 12 months olds (19%), and eases to 17% amongst these aged 45 and over. Males (18%) are more likely than ladies (8%) to observe at a venue, and that hole holds after controlling for nation and age.
Sponsorship and types
Sports activities sponsorship has a robust pull. 71% say an organization sponsoring their favorite workforce or athlete makes them extra doubtless to purchase from that firm. Rwanda (77%) and Nigeria (76%) are probably the most receptive markets, and each are considerably forward of Kenya, South Africa and Ghana. Ghana is the least receptive market, at 66%.
Receptiveness additionally varies by gender and age. Males (73%) are extra doubtless than ladies (67%) to say sponsorship would make them purchase, and that hole holds after controlling for nation and age. Age makes much less distinction, however the over-45s stand aside at 62%, in opposition to 74% of 18 to 24 12 months olds.
Requested which model involves thoughts first for sports activities promoting and sponsorship, respondents largely named world sportswear manufacturers. Nike and Adidas lead throughout the pattern, with Nike forward in Nigeria and Kenya and Adidas forward in Ghana. Native manufacturers stand out in particular markets, particularly betting corporations: SportPesa in Kenya, SportyBet in Ghana and Nigeria, and Betway in South Africa and Ghana. Go to Rwanda, the nationwide tourism model, is probably the most recalled native title in Rwanda.
When requested which model involves thoughts first for sports activities promoting and sponsorship, respondents largely named world sportswear manufacturers. Nike (22%) and Adidas (16%) lead throughout the pattern, with Nike forward in Nigeria (32%) and Kenya (19%) and Adidas forward in Ghana (20%), whereas the 2 are degree in South Africa at 21% every. Native manufacturers stand out in particular markets, particularly betting corporations: SportPesa in Kenya (10%), SportyBet in Ghana (11%) and Betway in South Africa and Ghana (4% every). Go to Rwanda, the nationwide tourism model, is probably the most recalled native title in Rwanda (10%).
Favorite athletes
Cristiano Ronaldo (22%) and Lionel Messi (20%) are probably the most named athletes general, and they’re properly forward of the remainder of the sector. Kylian Mbappé is subsequent at 5%, adopted by Lamine Yamal (3%) and Bukayo Saka (2%). The 2 veterans dominate the solutions in most markets.
The nation image is extra blended. Ronaldo leads in Nigeria (39%, with Messi on 25%) and Ghana (27%, with Messi on 23%). Messi leads in Rwanda (29%), properly forward of Ronaldo (13%). Kenya and South Africa are degree on the prime, with Ronaldo and Messi every on 17% in Kenya and 10% in South Africa.
Native heroes seem additional down the listing. In Kenya, marathon runner Eliud Kipchoge is probably the most named native athlete, on 4%, degree with Saka. In South Africa, Relebohile Mofokeng and Springbok captain Siya Kolisi every get 6%, behind Ronaldo and Messi however forward of the opposite names. That matches South Africa’s sturdy curiosity in rugby, which is roofed earlier on this part.
Basketball and the NBA
The NBA has constructed a presence in Africa by way of youth improvement and native partnerships. It opened an workplace in Nairobi to help basketball in Kenya and the broader area, and it has prolonged a long-term youth partnership with the Royal Bafokeng Nation in South Africa. The BAL offers African gamers an expert league, and its 2026 season was introduced with 12 groups and a bunch part schedule.
Basketball is a distinct segment curiosity at 17% general. It’s strongest in Nigeria (23%) and Ghana (20%) and weakest in South Africa (7%).
Amongst basketball followers, 65% observe the game at the very least weekly. Nigeria (74%) leads, considerably forward of Rwanda, the place weekly following is lowest at 42%.
The NBA is probably the most adopted competitors amongst basketball followers (67%), particularly in Ghana (78%) and Nigeria (75%), each considerably forward of Kenya and Rwanda. South Africa (70%) is considerably forward of Rwanda. Rwanda is the exception on the nationwide league. Followers there are more likely to observe the Rwanda Basketball League (58%) than the NBA (42%). Rwanda’s basketball fan base is small, so that is directional.
Nationwide leagues have a smaller following general (36%). The Rwanda Basketball League stands out at 58%, considerably forward of Nigeria, South Africa and Ghana. Kenya’s KBF Premier League (45%) is subsequent, adopted by Nigeria’s NPBL (34%), South Africa’s BNL (27%) and Ghana’s ABL (20%).
How NBA followers watch and observe the NBA
NBA followers use a mixture of free and paid channels. YouTube highlights (47%), social media (46%) and free on-line streams (45%) lead general. Free on-line streams are strongest in Kenya (61%), whereas Pay-TV is the primary route in South Africa (81%) and Rwanda (68%). These two markets have very small bases, so deal with these figures as directional. Social media is the most typical route in Nigeria (45%), and sports activities information web sites and apps lead in Ghana (50%).
Stay viewing is frequent. 35% watch NBA video games dwell a number of occasions per week, and an additional 27% accomplish that about as soon as per week. Nigeria leads on a number of occasions per week (41%). Ghana (15%) and Rwanda (16%) have the most important shares who by no means watch dwell and observe solely highlights or replays.
Recreation highlights are probably the most consumed NBA content material (61%), adopted by full dwell video games (52%) and full recreation replays (46%). Rwanda is the least prone to watch full dwell video games (21%), in opposition to 50% to 57% elsewhere. Ghana has the best share following memes and fan content material on social media (37%), whereas Rwanda has the bottom (11%).
The Los Angeles Lakers (25%) and Chicago Bulls (20%) are probably the most supported NBA groups amongst NBA followers. The Lakers are strongest in South Africa (57%), whereas Kenya favours the Bulls (26%). The Golden State Warriors are the favorite in Rwanda (32%).
Recognition of NBA gamers with African roots varies by market. Victor Wembanyama is probably the most recognised (41%), and is known as by 55% of NBA followers in Kenya and 53% in Rwanda. Hakeem Olajuwon is recognised by 42% in Nigeria, and Dikembe Mutombo by 57% in South Africa. Nigeria has the bottom recognition of Mutombo (15%) and Pascal Siakam (14%).
A extremely engaged NBA core
Respondents who observe the NBA are an intense, commercially energetic group. 83% plan to observe the brand new season carefully, and 93% would attend an area NBA or BAL recreation. 79% wager on NBA video games, and 84% have purchased NBA merchandise or content material up to now 12 months. Nation variations are restricted. Kenya stands out on consciousness of the BAL (94%) and on NBA purchases (95%), each considerably above Ghana.
LeBron James is probably the most named NBA participant amongst NBA followers (32%), and he leads in each nation: 48% in South Africa, 36% in Nigeria, 29% in Kenya, and 26% in Ghana and Rwanda. Michael Jordan is second (18%), and is known as extra typically in Nigeria (21%) than in Kenya (10%). Stephen Curry is third (13%) and is hottest in Kenya (16%).
Requested which model is most related to the NBA, 44% of NBA followers named Nike, adopted by Jordan Model (12%) and Adidas (11%). Nike leads in each nation, from 35% in Kenya to 52% in South Africa. Jordan Model is known as by 21% in Rwanda, its highest share. Jordan Model is a Nike model, so Nike-linked mentions whole 56%.
Formulation 1
Formulation 1 has not raced in Africa since 1993, and the game is now working to vary that. An extended-term deal confirmed a race in Rwanda for the early 2030s, as reported by KSL. South Africa just isn’t on the 2026 calendar, as reported by TopAuto. F1 chief govt Stefano Domenicali has mentioned Africa just isn’t on maintain, although plans aren’t but finalised, as lined by Motorsport.com.
Familiarity with F1
Most respondents know F1. 54% observe it at the very least slightly, and an additional 36% have heard of it however don’t observe it. Solely 10% have by no means heard of it. Rwanda has the most important group who know F1 however don’t observe it (53%). Ghana has the best share who’ve by no means heard of F1 (12%), considerably above Nigeria. Ladies are way more doubtless than males to say they’ve by no means heard of it (15% in opposition to 7%).
How carefully folks observe F1
Nigeria has the most important F1 viewers. 64% of Nigerians observe F1 carefully or slightly, considerably forward of all different nations. Kenya (56%) and South Africa (57%) come subsequent, whereas Ghana (47%) and Rwanda (39%) have the smallest audiences. Males are extra doubtless than ladies to observe F1 (58% in opposition to 46%). The chart above exhibits the complete break up by nation.
Race weekend viewing
Amongst F1 followers, 43% watch most or each race weekend. Nigeria (47%) and Kenya (45%) lead, and each are considerably forward of Ghana. Rwanda (39%) and Ghana (38%) have the most important shares who observe solely highlights and by no means full races. Youthful followers watch extra typically, with 41% of 18 to 24 12 months olds watching most or each race weekend, in opposition to 34% of these aged 45 and over.
Curiosity in an F1 race in Africa
Curiosity in a race on the continent could be very excessive. 89% of F1 followers are inquisitive about attending an F1 race in Africa, and 70% are very . Kenya (92%) is considerably forward of Nigeria and Rwanda, and South Africa (92%) is considerably forward of Rwanda, which is lowest at 80%. South Africa has probably the most dedicated group, with 75% very , considerably above Nigeria and Ghana. Males (90%) are barely extra than ladies (86%).
How followers watch F1
Amongst F1 followers, social media is the preferred channel for following the game (40%), forward of YouTube highlights (34%) and Pay-TV (32%). Nonetheless, viewing habits fluctuate throughout markets. Pay-TV is the main channel in Rwanda (48%) and South Africa (42%), whereas social media takes the lead in Ghana (50%) and Nigeria (45%). This highlights the significance of digital platforms in holding followers engaged, alongside conventional broadcast choices. Regardless of the game’s rising digital presence, official F1 platforms stay comparatively underutilised, with simply 15% utilizing the F1 web site or app and 13% accessing content material by way of the F1 TV app.
Favorite F1 groups
Ferrari (25%) and Purple Bull Racing (23%) are probably the most supported groups amongst F1 followers, adopted by Mercedes (17%). Ferrari is strongest in Kenya and Rwanda (29% every), and Purple Bull is strongest in South Africa (27%). In Rwanda, 17% haven’t any favorite workforce, in contrast with 4% in Kenya.
Favorite drivers
Lewis Hamilton is by far the preferred driver, named by 31% of F1 followers, and he’s strongest in Rwanda (37%). Michael Schumacher ranks second in South Africa (9%). Max Verstappen and Lando Norris are every named by 3% general.
Model affiliation
Requested which model involves thoughts first for F1, Purple Bull is known as by 28% of F1 followers, adopted by Ferrari (16%) and Mercedes (10%). Purple Bull leads in South Africa (36%), Kenya (29%), Ghana (27%) and Nigeria (26%). Rwanda is the exception, the place Ferrari (18%) is known as forward of Purple Bull (15%).
What would develop the F1 viewers
Amongst individuals who know F1 however don’t observe it, free-to-air TV is the strongest lever general (28%). It issues most in Rwanda (40%) and Ghana (36%), each considerably above Kenya, Nigeria and South Africa.
A race held in Africa would increase curiosity for twenty-four% general. Kenya is the clear case at 33%, considerably above Nigeria, South Africa and Ghana. An African driver on the grid would increase curiosity for 18% general. Kenya and Ghana are the best at 21% every, and the hole between nations is small.
Quick highlights on social media (27%) and a easy rationalization of how the game works (27%) are the subsequent commonest solutions. Ghana (31%) and Nigeria (30%) are probably the most conscious of social media highlights. Pals who observe the game (20%) matter in Nigeria and Ghana (24% every). Decrease pay-TV prices would matter most in Rwanda (20%), and 11% say nothing would change their view, with South Africa highest on that reply (21%).
Spending on sport
Spending on sports-related actions and merchandise varies significantly throughout markets, with 40% of followers spending $10 or extra per thirty days. South Africa has the highest-spending fan base, at 53%, considerably forward of all different nations. Nigeria (41%), Kenya (38%) and Ghana (38%) fall inside a center tier, whereas Rwanda information the bottom proportion of upper spenders (24%).
Rwanda additionally has the most important share of followers who spend nothing on sport (32%), considerably greater than in each different nation, suggesting decrease general spending engagement on this market. Spending additionally tends to extend with age: solely 29% of 18–24-year-olds spend $10 or extra per thirty days, in contrast with 39% of these aged 45 and above. Males are additionally extra doubtless than ladies to be greater spenders (41% versus 36%), and this distinction persists even after controlling for nation and age.
What this implies
- Soccer is the shared language of sport. 79% of respondents are inquisitive about it, and it’s the highest-interest sport in each nation, peaking at 90% in Ghana.
- Sport is a day by day behavior in West Africa however not in Rwanda. Half of respondents observe sport usually, led by Nigeria (59%), Kenya (56%) and Ghana (56%). Rwanda stands aside at 13%, and its followers are extra informal followers. TV remains to be the primary window, however the combine adjustments by market and age.
- TV is the main channel all over the place (55% general), whereas radio issues most in Rwanda (36%) and TikTok is the channel of the youngest followers (27% of 18 to 24 12 months olds). Any single regional view of media will miss these variations.
- Sport is social in addition to televised. 58% attend dwell occasions each few months, and watching at a bar or venue is a male sample (18% of males in opposition to 8% of ladies), which factors to group viewing as a part of the expertise.
- Sponsorship has actual industrial weight. 71% say a sponsor makes them extra doubtless to purchase, with the strongest response in Rwanda (77%) and Nigeria (76%). The response is weakest amongst folks over 45 (62%).
- Basketball is area of interest general however has a dedicated core. Solely 17% are inquisitive about basketball, but NBA followers are extremely engaged, and the NBA leads amongst basketball followers in each market besides Rwanda, the place the nationwide league is stronger.
- F1 has a large viewers with a transparent path to development. 54% observe it at the very least slightly, and 89% of F1 followers want to attend a race in Africa. Entry, particularly free-to-air TV, is the most-cited lever for individuals who know the game however don’t observe it.
- Gender variations run by way of most measures. Males are extra engaged on sport, attend extra, spend extra and usually tend to observe the NBA and F1, whereas ladies lean in direction of their nationwide basketball league.
- Spending is modest and varies sharply. 40% spend $10 or extra a month, from 53% in South Africa to 24% in Rwanda, the place 32% spend nothing.
GeoPoll performed this fast dipstick survey by way of its cellular platform between 13 and 30 October 2026. The outcomes mix seven polls throughout 5 markets, Kenya, Nigeria, South Africa, Ghana and Rwanda, yielding 2,498 accomplished interviews with adults aged 18 and over. Rwanda was fielded in Kinyarwanda and the opposite 4 markets in English. The outcomes are unweighted and replicate a pure fall-out pattern moderately than strict demographic quotas. The pattern is skewed male and youthful: 69% of respondents are males, and 25 to 34 12 months olds are the most important age group at 47%. Samples in Nigeria, Ghana and Rwanda are largely male, whereas South Africa is near balanced. The findings ought to due to this fact be thought-about indicative of mobile-connected adults in every market and shouldn’t be interpreted as nationally consultant of any nation’s grownup inhabitants. Variations between nations are examined at 95% confidence, however small subgroups, akin to South Africa and Rwanda amongst NBA followers, are directional solely. For a scientific research on sport, media or shopper behaviour throughout Africa, Asia or Latin America, please contact GeoPoll.
