Brad Koepenick, Founder and President of SparkRise, has highlighted storytelling, creative content and community engagement as key drivers of sustainable sports and entertainment businesses.
Speaking on the panel From Talent to Enterprise — Turning African Sport into Sustainable Media & Business at the YORA Summit 2026, Koepenick explained how content creation can attract audiences, strengthen connections with athletes and create commercial opportunities.
He cited his involvement with the Arizona Bowl, now known as the Snoop Dogg Bowl, where young people create content and develop stories around athletes to build interest in the event.
Koepenick also discussed an educational initiative that brings approximately 200 high school students to experience the event while exploring science, technology, engineering, mathematics and the arts.
He said the initiative demonstrates how sports can be connected with education, creativity and community development.
Reflecting on his work with SparkRise, which focuses on social-impact entertainment, Koepenick highlighted opportunities to connect emerging creators with wider networks.
He said a recent visit to Kenya and interactions with local documentary filmmakers had broadened his perspective and opened opportunities for collaboration between African creative talent and international networks.
Koepenick stressed that developing Africa’s sports industry requires investment beyond athletes, including support for content creators, stronger commercial partnerships and educational initiatives that connect sport with wider economic opportunities.
As the continent continues to develop its sporting talent, Koepenick’s message pointed out the need to invest not only in athletes but also in the media, creative industries and community partnerships that can turn sporting success into sustainable business opportunities.
