SportAccord Convention, which brings together decision-makers behind major global sporting events, is expanding to a new continent. Cape Town, South Africa, will host the 20th edition of the event in 2028.
With the decision announced by SportAccord on October 7, the Convention will be held on the African continent for the first time in its history. The week-long program will bring together international sports federations, host cities, event organizers, commercial partners, and other organizations from across the global sports industry.
Sports Event Decision-Makers Will Gather in the Same City
SportAccord Convention has a different structure from a traditional sporting event. Rather than competitions, the event focuses on meetings between international federations and cities seeking to host major sporting events in the future. Throughout the program, meetings, industry sessions, business appointments, and professional networking events are held. Bringing international federations together with host cities, rights holders, and companies from the events industry makes the Convention an important platform for discussions about the future of major sporting events.
For Cape Town, the 2028 event therefore represents more than just an international congress lasting a few days. The city will also host a platform where it can engage directly with organizations responsible for managing major global sporting events.
Cape Town Will Host the First African Edition
Previous SportAccord events have been held in cities across different continents, including London, Dubai, Beijing, Seoul, Bangkok, Gold Coast, Lausanne, and Birmingham. Türkiye also hosted the event in 2014 in the Belek district of Antalya. However, the Convention has never previously been held in Africa. With Cape Town’s selection, the event’s geographical reach will expand to the continent for the first time.
The decision is also notable for the visibility of African cities in the market for major international sporting events and business events. Bringing representatives of global federations together on the continent could create new connections not only for Cape Town, but also for other potential host destinations across Africa.
Host City Competition Is Moving to the Center of the Event
SportAccord has recently been giving cities and destinations a more visible role within the event. The SportAccord City Forum, introduced to the 2026 program, also brings international federations and host cities together directly to discuss topics including the economic impact of major events, infrastructure, sustainability, and long-term legacy. This approach shows that hosting major sporting events is no longer simply about having a stadium of sufficient size. Transport infrastructure, hotel capacity, event operations, public-private cooperation, and the economic and social legacy left behind after an event are also becoming part of the bidding process.
Cape Town’s role as host of the SportAccord community in 2028 will also provide the city with an opportunity to showcase its event infrastructure and hosting capabilities directly to these decision-makers.
Cape Town Is Also Expanding Its Convention Market
Cape Town is already working to strengthen its position in the international convention and business events market. During the 2024/25 period, the Cape Town & Western Cape Convention Bureau secured 36 new convention bids, with these events expected to bring more than 27,000 delegates to the city by 2028. SportAccord Convention sits at the intersection of the city’s business events infrastructure and its strategy for major sporting events. Delegates will not travel to Cape Town simply to attend a congress; they will also represent organizations involved in deciding where future sporting events will take place.
