Africa at Paris 2024: Has Science Finally Caught Up with Talent?

Hello everyone, it’s time to pivot!

Every Wednesday, we post an opinion article on an issue we found interesting. Here goes one from Paris:

The Olympics! A two-week spectacle of showmanship, sportsmanship, and razzmatazz. It's a period filled with nostalgia, motivation, laughs, and tears in equal measure. For Kenyans and fans of Kenyan athletics, the Olympics is yet another time to revel in patriotism—a rare pocket of joy in a beautiful yet complicated country. Kenya has always been a force in the Olympics, consistently performing at the highest level in athletics, with a rich history dating back to the first Olympic medal in 1964.

Fast forward to July 2024, and a new generation of Kenyan athletes represented their country at the Paris 2024 Olympics. With the national flag on their jerseys, years of practice behind them, and heads held high, they fought for every glorious podium finish, for themselves and for Kenya. The result? Kenya finished 1st in Africa and 17th overall, bringing home 11 medals—four gold, two silver, and five bronze.

For perspective, here are past Performances by Kenya at the Olympics:

• · Athens: 41st overall with 7 medals.

• · Beijing: 13th overall with 16 medals.

• · London: 28th overall with 13 medals.

• · Rio: 15th overall with 13 medals.

• · Tokyo: 19th overall with 10 medals.

Our athletes have always given their all, turning lemons into lemonade. However, these figures show there’s room for even better performances when our athletes are empowered.

In this light, we must ask: Has science finally caught up with natural talent?

Kenyan athletes have always pushed the limits, hiring the best coaches, training hard, and leveraging technology—like Julius Yego, who perfected his javelin skills through YouTube. Yet, Paris 2024 made it clear that raw talent alone is no longer enough. Talent may have taken Faith Kipyegon from running barefoot to being the first person, male or female, to win three back-to-back 1500m gold medals, setting new Olympic record time. It’s what made Kipchoge remain resilient till he became the GOAT, and took Cristiano Ronaldo from the streets of Madeira to the global stage.

But beyond their natural abilities, these athletes benefit from access to world-class training resources, teams, and professionals—in other words, sports science and technology.

I am in no way trying to suggest that the two are interchangeable. Talent is talent. You know it when you see it. But thanks to modern science, you don’t need supernatural athletic abilities to compete at the highest level. Being born in a country that nurtures sports talent through science, education, and technology can bring you dangerously close to greatness. If you have natural talent in such a country, your odds are even higher.

We live in the age of technology, where tech has disrupted every industry, including sports. Brands like Nike have revolutionized athletic performance with innovations like carbon plates in the Nike Vaporfly, making athletes more efficient. Despite criticism of these shoes giving an unfair advantage to Nike athletes, the difference is clear.

Countries like the USA, Australia, and Canada have invested heavily in sports science and technology, leading to their dominance in races traditionally held by Kenya and Ethiopia, such as the 1500m men’s and 3000m steeplechase. Morocco’s success in the World Cup showed us the importance of nurturing young talent and leveraging modern technology to improve sport perfomance. Globally, top athletes like Brady, LeBron, and Biles have shown that age is no longer a limiting factor—thanks to sports science.

In Kenya, sports thrive in high school but often fade afterward as people face the tough choice between pursuing their passion or paying rent. Full-time athletes are rare. Most juggle multiple jobs to fund their training and injuries, working extra hard to stand out before a brand spots them. But with so many talented individuals and few spots to represent the country, how do we balance it out?

In Africa, a continent brimming with natural talent, more needs to be done to invest in and nurture athletes. Football, the dominant sport, faces growth limitations due to inadequate infrastructure and training resources. Investment in facilities and coaching could unlock significant growth, enhancing African athletes' global performance.

All athletes deserve equal support from their countries and stakeholders. Natural ability is great, but studies—and the Paris Olympics—show that even natural talent can be significantly enhanced through sports science and technology. We must invest heavily in our athletes before we lose them to more lucrative opportunities abroad.

It’s crucial to have the right leadership in sports departments in countries like Kenya. Our athletes deserve better than just a guaranteed pipeline into the police force. They need better pay, better gyms, better incentives, better branding, and better storytelling. They need access to state-of-the-art training facilities that push them to even greater heights.

What is the Opportunity?

Africa’s sports market presents a compelling opportunity for investors, driven by natural talent, growing consumer demand, and potential returns. Here's why:

• - Revenue in the African Sports Market is projected to reach $3,713 million by 2024.

• - An expected annual growth rate (CAGR) of 3.04% will drive the market to $4,313 million by 2029.

 There is an opportunity for external and internal stakeholders looking to invest in African sports. With its talented and youthful population, Africa offers a prime landscape for growth.

Some smart Africans have already identified this gap. Sports fashion brands like Enda Sportswear are redefining sustainable fashion in African sports and even had the honor of dressing the Comoros and Gabon national Olympics teams at the Paris Olympics. Jukwaa World is utilizing cutting-edge technology to help manage both talent and team/club operations. In the corporate space, local companies have done tremendous efforts towards nurturing sports at the grassroots through sponsoring initiatives such as Safaricom Chapa Dimba and KOX 5aside—organised by X personality SirAlexas.

The time to invest in our sports is now. We need to make it as lucrative as any other career and nurture it further. We need to tackle corruption in sports management to ensure funds are used to nurture talent rightfully. Strategic partnerships within the continent, media deals, brand endorsements, and incentives like college scholarships for underprivileged kids are essential. We must invest in African brands like Enda, and tell the stories of our athletes differently.

Before we judge our athletes for leaving their native countries, let’s understand that they want to stay and shine. But patriotism should not come at the cost of self-actualization. We still have a golden opportunity before it’s too late. Let’s give them their flowers while they can still smell them because truly, “no one leaves home unless home is the mouth of a shark.”

Till next time.

I’d love to hear your thoughts on today’s newsletter. Is there something you’d like to see or discuss? Feel free to reach out:

•  Follow me on X

•  Connect on LinkedIn

•  Reply to this email

  Enjoyed reading? Start your newsletter on Beehiv today.