The arrangement puts the head of Moroccan football in charge of the national treasury as the country enters the final stretch of a roughly $20 billion build-up to the 2030 World Cup.

The BAL’s franchise process could offer part of the answer. A connection between the NBA’s academy system and the BAL already exists.

FirstBank donated the trophy to the club more than a century ago, and it is regarded as the oldest polo trophy in West Africa.

Absa’s deal with Eliud Kipchoge shows a different route: one athlete, carrying a brand across 12 markets.

The partnership would combine its global retail expertise and international brand relationships

Securing all 104 matches of the 2030 World Cup, in the company’s first men’s World Cup deal.

Footfall at the mall draws close to two million visitors a month, by the club’s own estimate.

Formula 1 is also making the case for Africa's commercial potential, the championship says more than 100 million fans already follow the sport across the continent.