Business of Sports: Olympian Bernard Lagat on Africa’s Sports Economy

Jileah English
Strategic Alliances and Outreach Intern, U.S. Chamber of Commerce

Published

April 08, 2026

The middle child of 10 children, Bernard Lagat was born and raised on a farm in Kapsabet, Kenya. Lagat’s older sisters inspired the five-time Olympic Gold Medalist to pursue professional running, leading him to run track at Washington State University and to compete in the Olympics.

In a recent interview with the U.S. Chamber’s SVP of Strategic Alliances and Outreach Rick Wade, Lagat, who currently sits on the Board of Directors for USA Track and Field, discussed how Africa’s rising sports economy presents big opportunities for investment and growth.

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The Next Global Sports Hub

Africa’s population of 1.5 billion people is projected to almost double by 2050. Plus, the youthful population has an average age of 18 to 19, making the sports industry, which is estimated to reach $20 billion by 2035, a major investment opportunity.

Lagat says flag football, basketball, and Esports (organized video game competitions) are growing on the continent.

“It used to be when you thought about Esports, it was no way in Africa, now it is emerging,” Lagat says. “Those are the things that can be hosted in Africa as long as we have the right infrastructure.”

The rise in popularity of new sports in Africa positions the continent as a future global sports hub, but investments in infrastructure and stadiums will secure it as one. Lagat says the government can implement strategies, such as incentives for companies to invest in sports or African athletes, to help boost the sports economy in Africa.

Restructuring Africa’s Approach to ‘Brain Drain’

While Africa’s rising sports economy and youthful population present immense opportunities for investment and growth, the continent also faces challenges that could limit its potential.

One of those challenges is ‘Brain Drain,’ where professional athletes leave their home country to pursue their career elsewhere.

“We have to make it easier for people to come back to the continent of Africa, or we have to make it easier for them to stay,” says Lagat.

Lagat now coaches Arizona University’s Track & Field team and serves as the General Manager of Youth Programs for USA Track & Field. He’s passionate about giving back to his community, donating school fees, shoes, and apparel to young athletes back home.

His advice to young athletes: “Be curious…want it more than your coach…tell your story.”

LEARN MORE: The Business of Sports and Entertainment