Decolonizing development: Reimagining sport for development financing and impact

by Richard Wanjohi

The latest wave of global aid retrenchment—sparked by geopolitical shifts, fiscal tightening, and a rise in nationalist policies—is testing the resilience of Africa’s development sector. The United States has slashed its foreign aid budget by a staggering 86%, and several European countries have followed suit, pulling back on long-standing commitments. Countries like Ethiopia, Kenya, Nigeria, and South Africa have already seen funding losses in the hundreds of millions of dollars. For actors in the sport for development (S4D) space, this moment presents both a crisis and a call to reimagine the future.

The shrinking aid pipelines force a critical question: can this be an opportunity for Africa’s S4D movement to pivot toward locally driven, innovative, and sustainable funding mechanisms? The answer may lie in embracing new models, building cross-sectoral partnerships, and embedding sport within national development agendas.

Lessons from the past: A shift after 2008

The 2008 global financial crisis offered a preview of today’s funding challenges. In its wake, traditional donor flows slowed significantly, pushing S4D actors in developing economies to diversify their revenue models. NGOs began forming partnerships with corporate sponsors, philanthropic foundations, and bilateral agencies to remain afloat. Organizations like Right to Play secured backing from both the Canadian government and global brands such as Adidas and Samsung to support youth empowerment initiatives in East and West Africa.

Public-private partnerships (PPPs) also emerged as key enablers. In South Africa and Namibia, collaborative efforts with Germany’s “More Space for Sport – 1,000 Chances for Africa” initiative brought together development and private sector funding to improve sports infrastructure. Meanwhile, the International Olympic Committee (IOC) introduced the Olympism365 Innovation Hub, which by 2024 had provided substantial support to grassroots programs in Kenya, Uganda, Tanzania, and South Africa.

The evolution of social enterprise models became another defining trend. Projects began embedding income-generating activities—like the manufacturing of sports balls by Alive and Kicking in Kenya—into their core models. Others, such as the Ba Nga Afayo Initiative and Tomorrow Women in Sports Foundation in Uganda, aligned closely with Sustainable Development Goals (SDGs) to attract cross-sectoral support. These developments laid the foundation for more resilient and locally owned S4D ecosystems.

Sport as a catalyst for inclusion, equality, and healing

Sport’s transformative power is no longer theoretical—it is backed by tangible results. Across Africa, S4D programs have demonstrated how sport can address deep-rooted social issues, particularly those affecting marginalized communities.

In Kenya, Moving the Goalposts has engaged over 9,000 girls aged 9 to 25 through football, with 85% reporting improved confidence and decision-making abilities. Rwanda’s Peace Through Sport initiative uses football to build trust among youth from historically divided ethnic groups, recording a 30% increase in interpersonal trust and cooperation.

Gender-focused programs such as Tackle Africa have used football to deliver sexual and reproductive health education, empowering girls and boys alike to challenge harmful norms. The Sport for Development in Africa (S4DA) initiative by GIZ, active in Kenya, Senegal, and Cameroon, has prioritized training female coaches and promoting positive masculinity, leading to shifts in gender attitudes both on and off the field.

In South Sudan, the trauma-informed “Women on the Move” project has helped women affected by conflict rebuild social connections and improve psychological well-being through structured play-based interventions.

These outcomes make a compelling case for sport as a tool for development. But realizing this potential on a larger scale requires rethinking how S4D is financed and governed.

Moving forward: Building African-led, sustainable S4D models

To future-proof S4D, African countries must transition from aid dependency to African-owned financing structures. One viable approach is the creation of African S4D investment funds—pooled funding mechanisms drawing from government contributions, private capital, and development finance institutions. These funds could prioritize high-impact, locally led programs with clear social returns.

Innovative financing mechanisms like social impact bonds (SIBs) also offer promise. In a typical SIB, private investors fund social interventions upfront and are repaid by governments or donors only if agreed-upon outcomes are achieved. This aligns incentives and ensures accountability while unlocking new sources of capital.

Domestic resource mobilization will be critical. Ministries of sport, education, youth, and health should include sport-based programming in their budget frameworks. Tax incentives for businesses that support S4D programs could further unlock CSR contributions. National sports federations, traditionally focused on elite athletes, must be encouraged to broaden their mandates to include grassroots development and community engagement.

Local philanthropy remains an untapped reservoir of support. From high-net-worth individuals to diaspora giving and religious institutions, Africa’s philanthropic potential must be nurtured to support social transformation through sport.

Institutionalizing sport in national development strategies

For sport to receive sustained public investment, it must be recognized not just as recreation, but as a strategic tool for development. Governments need to integrate sport into national development plans, aligning it with sectors such as education, health, and gender equity.

Morocco offers a standout model. Through the establishment of the Mohammed VI Football Academy and infrastructure management body Sonarges, the country has not only developed elite athletes but also bolstered community-level access to sport. These efforts have contributed to Morocco’s international sporting success and its growing reputation as a regional sports hub.

Advocates must push for sport to be referenced across multiple ministries and featured in flagship development agendas such as Kenya’s Vision 2030 or the African Union’s Agenda 2063. Establishing inter-ministerial task forces, engaging parliamentarians, and showcasing evidence of sport’s development impact will help cement its place in national policy.

Engaging the broader ecosystem

To scale effectively, S4D actors must look beyond their traditional circles and actively engage sports federations, professional clubs, athlete networks, and commercial brands. Football clubs like Kaizer Chiefs or Gor Mahia can be powerful allies in amplifying development messages and expanding program reach.

Equally important is building bridges with sectors outside of sport. Ministries of education can incorporate sport into curricula to improve student outcomes, while health ministries can use sport to promote physical and mental well-being. In Uganda, Alive and Kicking has shown how sport can intersect with economic empowerment by training local artisans to produce footballs and distribute health messages.

Creating inclusive spaces for dialogue and program co-creation ensures buy-in and long-term commitment from all actors. Clear metrics, consistent reporting, and mutual accountability mechanisms will further build trust and collaboration.

Crossroads and a new direction?

Africa’s sport for development movement is standing at a critical crossroads. The contraction of traditional aid models has exposed long-standing vulnerabilities but also created space for innovation, leadership, and ownership. By embracing locally driven financing, embedding sport into national policy, and cultivating cross-sectoral partnerships, Africa can reposition sport not as a donor-dependent project, but as a powerful, homegrown engine for inclusive development.

The future of sport for development is African—and it must be built on strategies that are bold, inclusive, and sustainable.

About the author

Richard Wanjohi is a researcher currently working with the African Sports and Creative Institute as well as the @iLabAfrica Research and Innovation Centre at Strathmore University - with interests around the intersection of sports, data and innovation. Twitter @rwanjohi | LinkedIn