As supply chains stretch across borders and industries become more interconnected, the ability to move goods seamlessly from local hubs to global markets is one of the most important drivers of Africa’s future competitiveness.

As the cricket season continues at full speed this month, it is clear how sports can energize communities and stimulate economic activity, demonstrating how the right systems, infrastructure, and coordination can uplift commerce and a nation. The same is true for logistics.

Sport carries real economic weight. Globally, the sports industry contributes over US $700 billion annually, roughly 1% of global GDP, underscoring how sport can drive investment and national visibility. The 2024 Cricket World Cup generated $1.6 billion in revenue, showing the power to unite people and economies across the globe. 

In South Africa, major sporting events have played a profound role in uniting citizens on the path toward true democracy and reconciliation. What sport can do socially and economically, a robust logistics infrastructure can do for trade. Improvements in infrastructure and logistics performance strongly correlate with improved economic growth outcomes, especially when accompanied by increased trade activity.

Smart logistics has a direct economic impact. The FedEx FY25 Global Economic Impact Report notes that our worldwide operations contributed US$126 billion in direct and indirect value, with approximately US$1.6 billion coming from the MEISA region, which includes much of Africa. The FedEx network connects South African businesses to more than 220 countries and territories, offering a gateway for companies of every size to participate in global trade. As the continent looks toward deeper economic integration and export growth, this kind of access is critical.

South Africa’s freight and logistics sector reflects this momentum. Currently valued at USD 14.7 billion, it is projected to grow at over 6% annually by 2030. Demand for efficient, technology-enabled logistics will only rise as e-commerce expands and manufacturing picks up. However, many businesses still face fragmented supply chains, with different providers handling different parts of a shipment. This introduces delays and increased costs, threatening businesses' reliability.

Growing businesses often lack the resources to manage multiple logistics partners or navigate the intricacies of cross-border documentation. New digital tools and trade enablement solutions help SMEs access global customers with greater knowledge at competitive rates. This is especially meaningful in South Africa, where SMEs play a crucial role in employment and economic inclusion.

But logistics is not only about small packages. Many of the industries that underpin South Africa’s economic engine, such as mining, engineering, and manufacturing, rely on heavy freight. These sectors move equipment that is high-value and technically complex. Freight remains the largest share of South Africa’s logistics market, underscoring the magnitude of this need.

The importance of logistics is even more profound in healthcare. As Africa strengthens its capacity to modernize medical technology, the movement of temperature-sensitive and time-critical supplies becomes an essential part of health system resilience. In this case, future-ready logistics safeguard lives and push the economy forward.

These capabilities form the foundation on which Africa’s economic aspirations can be realized. A resilient logistics ecosystem enables businesses to expand with confidence and strengthen industrial capacity. When these systems function well, communities gain access to opportunity. The potential of young people, entrepreneurs, and industries can be shared with the world. In this way, logistics has the power to act as a catalyst for broader social and fiscal progress.

This understanding is at the core of our JSK collaboration. Sport and logistics may appear to belong to different worlds, but they share essential values of discipline, coordination, and readiness. Both demonstrate what becomes possible when people and systems work toward a common goal. A team’s ability to perform well depends on many of the same principles that allow a business to compete globally.

The passion shown on the pitch this season is a direct reflection of our belief that excellence, whether in a supply chain or on the field, can spark inspiration and open new pathways for growth across the continent.

When logistics work, everything moves, providing endless possibilities.

By Nelson Teixeira MD Operations Sub-Saharan Africa