Grassroots Passion Drives Africa's Sports Merchandise Boom

Surging grassroots sports activity is fueling demand for merchandise and equipment, accelerating the rapid growth of Africa's sports market.

Oscar Wesonga, a 29-year-old sports merchandise entrepreneur in Bungoma, 400 kilometers from Nairobi, saw an opportunity in his community's growing passion for sports.

"I've always loved sports and played since primary school. When I realized almost everyone around me shared that passion, I decided to supply what they needed," he said in a phone interview.

His bestsellers? Jerseys, tracksuits, and shorts.

"At the start of a new season, my store is flooded with customers. It's the same when there's a big tournament - whether at the county or constituency level," he explained.