Johannesburg, South Africa ,13 June 2025–The AfCFTA Secretary-General, H.E. Wamkele Mene, attended the NBA Africa event in Johannesburg on 13 June 2025, where he underscored the critical role of the services sector—particularly sports and fashion—in advancing Africa’s cultural and economic integration.

In his remarks, the Secretary-General stated:

“Sport and fashion are not peripheral—they are central to how we shape the future of Africa. These sectors carry the creative and cultural capital of our continent and are powerful levers for job creation, youth empowerment, and cross-border trade. Through the AfCFTA, we are working to create the regulatory and market conditions that allow these industries to scale and compete globally.”

The event brought together stakeholders from across the sports, fashion, and business communities, showcasing how investments in these sectors are reshaping local economies and unlocking opportunities for Africa’s youth.

H.E. Mene further highlighted that the upcoming second phase of negotiations under the AfCFTA Protocol on Trade in Services will prioritise Recreational, Cultural, and Sporting Services (RCS), laying the groundwork for greater liberalisation and harmonisation of regulations in these high-growth areas.

A study conducted by the AfCFTA Secretariat on RCS services has already mapped key barriers and opportunities across State Parties, with forthcoming policy briefs set to guide negotiations and the development of a continental regulatory framework.

As part of his call to action, the Secretary-General urged collaboration between national governments, private sector actors, and institutions such as NBA Africa and Afreximbank to invest in skills development, expand intra-African value chains, and ensure women and youth are placed at the centre of these transformative industries.