Illustration of a packed football stadium at night under floodlights

Partnerships · Talent · Activation

Put your brandin Africa’sbiggest moments.

Build a program → Talk to us

What we do

We connect brands with Africa’s fans.

African Connexion is a sports and entertainment partnership agency. We match international brands with the right properties and talent across Africa, and run the partnership on the ground.

Africa’s fans are among the most passionate in the world. The market around them is fragmented, and the best deals are still open. We bring the pieces together for international brands.

On the ground in Nigeria, Ghana, Senegal, The Gambia, Sierra Leone, Kenya and Uganda. Connected to rights holders and talent across the rest of the continent.

What we deliver

Partnerships Naming, category and kit rights
Ambassadors Athletes and entertainers who front your brand
Content Player stories, series and social
Activation Events, giveaways and fan experiences
Results Tracked codes, reported back to you

What you can partner with

Sport and entertainment.

Leagues, national teams, fight nights and the athletes fans follow.

Illustration of a footballer performing a bicycle kick

Leagues and clubs

Title rights, official partnerships, kit and matchday visibility.

Illustration of a national team lined up for the anthem

National teams

Main sponsor and category partnerships with football federations.

Illustration of two fighters exchanging strikes in a cage

Combat sports

Fight nights, cage branding, hospitality and fighter content.

From the roster

Faces Africa knows

Two examples of the athletes and entertainers we place with brands as ambassadors.

Yakubu Aiyegbeni on the pitch in a blue shirt
Sport · Football Yakubu Aiyegbeni Super Eagles striker. 250+ Premier League appearances.
Osita Iheme in a dark suit
Entertainment · Nollywood Osita Iheme Nollywood’s comedy icon. 280M+ YouTube views of his films.

The wider roster

Names on request.

110M+ combined followers across the roster
Illustration of fans streaming a live match on their phones

What a brand can do

The partnership is where it starts.

Brand

Naming, official partnerships and visibility

Acquisition

Ambassadors, creators and tracked campaigns

Content

Player stories, branded series and social

Engagement

Fan games, experiences and events

Community

Grassroots and youth programs

Product

Teamwear, merchandise and co-branded drops

Market entry

Local partners and local relevance

Build a program

Start with your objective.

Pick a market and a goal. This is the shape of the program we would build around it.

Market

Seven markets on the ground, and a network of federations, leagues, clubs and talent managers that reaches across the continent. Name the market and we open the door.

Objective

Example program

Nigeria. Brand awareness.

Property League or federation naming rights
Talent Two national icons as ambassadors
Content Matchday and finals series
Activation National launch, trophy and awards

Every program is built to the brand’s brief. This shows the shape of one.

Build this with us →

Our own properties

Two properties we own.

Two fighters trade punches in the TRIBE cage, one in purple TRIBE shorts
Founding partner opportunity

TRIBE Combat Sports

Combat sports is one of the fastest-growing fan sports in Africa, and TRIBE is building the property that leads it. A founding partner comes in at the start: presenting rights, category exclusivity and a year of fighter content from every fight night, on terms set before TRIBE scales.

Presenting rightsCategory exclusivityFight cards in your marketsContent all year
100+ fighters from all over Africa Visit tribecombats.com
Four Gambian athletes with medals in blue AFROSPOR national team kit
Sportswear and activation partner

AFROSPOR

Afro-Scandinavian sportswear and teamwear, worn by national team athletes. AFROSPOR turns a brand partnership into something fans wear and take home: co-branded kits and fanwear, giveaways, matchday merchandise and promo events, designed, produced and delivered by one team.

Co-branded kitsFanwear and giveawaysPromo eventsDesign to delivery
We supply African sport. Visit afrospor.com
Illustration of a national football team lined up for the anthem in front of a full stadium

Process

How a deal comes together

  1. 01 Discover Your objective and target markets.
  2. 02 Match Sports, entertainment, talent and rights.
  3. 03 Structure Rights, activation and content.
  4. 04 Connect Brand and rights holder, terms agreed.
  5. 05 Activate Local execution on the ground.
  6. 06 Report Results shared with you.

Who we work with

Close to both sides

Brands Access to sports and entertainment opportunities that reach African audiences.
Agencies A pipeline of African sports and entertainment inventory for clients entering the continent.
Rights holders Clubs, leagues, federations and talent connected to international partners.

Contact

Tell us your market. We build the package.

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