Seen Here: Building partnerships. Empowering entrepreneurs. Unlocking economic opportunity. Warren Hickinbotham, Head of Sponsorships and Partnerships at the Franchise Association of South Africa (FASA), champions the power of collaboration in driving entrepreneurship, job creation and transformation. As FASA prepares for its expanded 2027 Conference and Expo, the vision is clear: connect the right partners, create meaningful opportunities and build a stronger franchising ecosystem across South Africa and Africa. 🌍📈 One entrepreneur. One opportunity. One partnership at a time. Photo Credit: Supplied
BOKSBURG, JOHANNESBURG — The Franchise Association of South Africa (FASA) is broadening its ambitions beyond South Africa’s borders with an expanded two-day Conference and Expo aimed at strengthening entrepreneurship, attracting investment and unlocking new opportunities across Africa’s franchising industry.
The 2027 FASA Annual Conference and Expo (Confex) will take place at Emperors Palace in Boksburg on 24 and 25 February 2027, bringing together franchisors, franchisees, investors, suppliers, policymakers and aspiring entrepreneurs under the theme “Implementing Franchising Today.”
The event marks a new chapter for FASA as it positions franchising as a practical pathway to business ownership, skills development and employment while building stronger connections across the continent.
FASA CEO Freddy Makgato said the expanded event reflected a renewed commitment to partnerships and entrepreneurship as drivers of economic growth.
“We need to break barriers to build South Africa’s economy. This is a new journey for FASA, and we are changing how we work. We believe in entrepreneurship and in partnerships that help people build sustainable businesses.”
An African platform for business growth
A major development for Confex 2027 is its stronger continental focus, supported by FASA’s membership of the Africa Franchise Association, a network bringing together national franchise associations and expert partners to advance franchising across Africa.
With eight franchise associations already part of the network, the platform creates opportunities for industry stakeholders to exchange knowledge, strengthen relationships and explore growth across different African markets.
Makgato said the expanded outlook would broaden the conversations and connections available through Confex while encouraging greater collaboration across the continent.
Franchising can offer aspiring entrepreneurs access to established business models, training, mentorship and operational support. By bringing these elements together, the sector can help individuals enter business ownership while enabling established brands to expand into new markets.
For South Africa, stronger regional partnerships could also open opportunities for local franchise brands, suppliers and investors looking to participate in the continent’s growing business ecosystem.
The conference is expected to provide a platform for examining how these opportunities can be translated into practical partnerships and sustainable enterprises.
Two days designed for deeper engagement
Confex 2027 will expand from its previous one-day format to two days following feedback from delegates and sponsors who called for more time to connect, exchange ideas and conduct business.
The programme will include keynote presentations, panel discussions, breakout sessions, networking opportunities and meetings across the franchising value chain.
According to Makgato, the additional day will allow participants to engage more meaningfully with issues affecting franchisors, franchisees and investors.
“Our delegates and sponsors told us they wanted more time to connect, to learn and to do business, and we listened,” he said.
“Moving to a two-day format allows us to go deeper into the issues that matter to franchisors, franchisees and investors, without rushing the conversations that lead to real partnerships.”
The expanded format is also expected to create additional opportunities for exhibitors and sponsors to showcase their services, build relationships and generate business leads.
Importantly, sponsorship participation will extend beyond the event dates, with partners able to engage through FASA’s communications and sector-facing platforms from the time they sign up.
Expo opens doors to the public
In another first for the event, the exhibition floor will be open to the public independently of conference attendance.
The change is intended to make franchising more accessible to people who want to explore business ownership, investigate franchise opportunities or learn more about the requirements of operating within an established franchise system.
For prospective entrepreneurs, direct access to brands and industry representatives can offer valuable insight into the business models, support structures and investment considerations associated with franchising.
The move also gives participating brands an opportunity to engage with a wider audience beyond conference delegates.
By opening the Expo to the public, FASA is seeking to broaden participation in the sector and encourage more South Africans to consider entrepreneurship as a route to economic participation.
Seen Here: Breaking barriers. Building businesses. Empowering Africa’s entrepreneurs. Freddy Makgato, CEO of the Franchise Association of South Africa (FASA), is championing a new era of franchising driven by entrepreneurship, strategic partnerships and sustainable economic growth. As FASA prepares for its expanded 2027 Conference and Expo, the vision is to strengthen the franchising ecosystem, unlock business opportunities and create pathways to skills development and job creation across South Africa and the continent. Photo Credit: Supplied
Industry partnerships at the centre
FASA says collaboration between the public and private sectors remains important to building a sustainable franchising environment.
The conference will bring together stakeholders whose decisions influence business growth, investment, regulation, skills development and access to opportunities.
For companies considering sponsorship, the event offers an opportunity to align their brands with entrepreneurship, job creation and economic transformation.
Warren Hickinbotham, FASA’s head of sponsorships, said supporting entrepreneurs was fundamental to building the economy.
“If you believe, like I do, that South Africa builds itself one entrepreneur at a time, one job, one skill and one franchise at a time, then this is where you put your name behind that belief.”
The emphasis on partnerships reflects FASA’s ambition to make Confex more than an annual industry gathering, positioning it as a platform through which businesses, government and other stakeholders can contribute to the future of franchising.
FASA Awards set for renewed spotlight
Confex 2027 will also see the revitalisation of the FASA Awards, bringing renewed attention to excellence within the franchise sector.
The awards are expected to add a further dimension to the conference by recognising achievements and highlighting the businesses and individuals contributing to the industry’s development.
Together with the expanded programme and public-facing exhibition, the awards will form part of FASA’s broader effort to strengthen the visibility and standing of franchising in South Africa and across Africa.
Building a stronger franchising future
The franchise sector offers an established framework through which entrepreneurs can enter business ownership, supported by recognised brands, operating systems and, in many cases, structured training.
However, unlocking its full potential requires investment, access to information, capable business partners and an environment in which enterprises can grow sustainably.
Through its 2027 Conference and Expo, FASA aims to bring these priorities into sharper focus while building a more connected continental network.
For South African brands, investors and aspiring business owners, the event offers an opportunity to explore practical routes into the sector, identify potential partners and contribute to discussions about the future of entrepreneurship.
With two days of programming, a more accessible exhibition and an expanded African outlook, Confex 2027 represents FASA’s push to turn industry conversations into tangible business opportunities.
Event information
Event: FASA Annual Conference and Expo 2027
Theme: Implementing Franchising Today
Dates: 24–25 February 2027
Venue: Emperors Palace, Boksburg, Johannesburg
Sponsorship and exhibition enquiries:
Warren Hickinbotham — sponsorships@fasa.co.za | 084 400 5995
Leigh Kennedy, EventX — leigh@eventx.co.za | 082 321 4487
Registration and general enquiries:
Mpho Mashego — mpho.mashego@fasa.co.za | 060 504 8886
For more information, visit FASA.
One entrepreneur at a time, one business at a time, franchising is positioning itself as a stronger force in South Africa’s economic future — with Africa increasingly part of the growth story.
