By Jenifer James
South Sudan’s Minister of Youth and Sports, Joseph Geng, has unveiled an ambitious plan to commercialize the country’s sports sector to attract investors and boost development. Speaking during an inspection of Central Bank halls in preparation for an upcoming sports financing conference, Geng emphasized the sports industry’s financial potential, urging investors to view it not only as a charitable cause but also as a lucrative investment opportunity.
“If you put your money into sports, not as a gift, but as an investment, there’s a significant return to be found,” he asserted.
To illustrate this potential, he referenced the English Premier League, which he noted has an astonishing valuation of nine billion British pounds. “Converting that to dollars reveals just how significant that amount is, and that’s just one league,” he added, underlining the immense profitability that can be derived from sports.
The Minister clarified that the commercial value of sports in South Sudan is undeniable, framing this not as a mere request but as a compelling invitation for dialogue among stakeholders.
“Our goal is to demonstrate that the sports sector is not only viable but also ripe for investment,” Geng explained. He provided a detailed overview of the upcoming conference, stating, “We will invite business investors from various industries, along with diverse foundations. The private sector, both within and outside South Sudan, will also be welcome.”
Geng posed a critical question to the audience: “If someone in this room has millions—or even hundreds—of dollars, why should they invest in your partnership? What unique opportunities do you offer?” He concluded with determination, “This conference will not be merely talk. It will serve as a platform to highlight the vast potential within the world of sports, showcasing its ability to foster economic growth and create jobs in South Sudan.”
The sports industry in South Sudan remains underdeveloped, with limited sponsorships, few sports academies, and a lack of proper infrastructure.