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AfroBallers has transformed from a sports media platform into a significant cultural force that reshapes the way African athletes and sports stories are told, represented, and celebrated. Founded by Elliot Osagie and Kevin Bahun-Wilson, AfroBallers operates at the intersection of sports, culture, and technology. Osagie, an Emmy-nominated software engineer and music executive, and Bahun-Wilson, a French-Togolese-Ghanaian entrepreneur with a PhD in mechanical engineering, created the platform with a bold mission: to amplify the voices and achievements of African and African-descended athletes worldwide.
The platform emerged from a desire to globalize African excellence and to change the perspective on how African talent is perceived. What sets AfroBallers apart is its ability to connect with audiences on a variety of digital platforms; whether it’s Instagram, TikTok, X, Threads, or YouTube-making it a touchpoint for fans regardless of their preferred medium.As a result, AfroBallers has become a unique and influential entity within the fragmented landscape of African sports media.
This influence is also driving tangible change in the African sports business. A prime example is the groundbreaking partnership between the reigning Basketball Africa League (BAL) Champions, Angola’s Atlético Petróleos de Luanda, more commonly known as Petro de Luanda, and Puma. This landmark deal, which designates Puma as the football partner of one of Angola’s most storied clubs, indicates a shift in how African teams are valued on the global stage.
In an interview with Forbes.com, the two co-founders discussed this partnership, the factors that position clubs for sponsorships, the power of storytelling, and their collaboration with Afrikicks.
Pioneering Partnerships: Making the Global Local
The impact of AfroBallers is undeniable. When J. Cole signed with the Basketball Africa League (BAL), it was AfroBallers—not ESPN or Reuters—that broke the news. Cited by Bleacher Report and Complex, AfroBallers not only reported the story but also helped shape its global narrative. With a digital-first and culturally aware approach, they have become the go-to source for fans seeking authentic news about the African sports ecosystem.
Strategic partnerships with global institutions, such as the NFL, further highlight AfroBallers’ influence. Since the launch of NFL Africa, they have co-created content tailored to African audiences, showcasing local talent and making complex stories engaging and relatable. They serve as a bridge between different worlds: local and global, tradition and innovation, as well as the diaspora and Africa.
But AfroBallers’ storytelling doesn’t end at the screen, it extends into real-world deal-making. The landmark partnership between Angola’s Atlético Petróleos de Luanda (Petro de Luanda) and Puma is a sample of the work that they continue to do. Far from a chance collaboration, the deal was the result of AfroBallers’ strategic matchmaking, aligning Petro’s competitive legacy and growing visibility with Puma’s global brand footprint which already has a growing influence on football across the continent.
Bahun-Wilson explained, “We acknowledged the strength of Petro de Luanda, not only because of their winning culture but also due to their structure, ambition, and fan base, which made them an excellent fit for a brand like Puma.” The steps taken to close the deal were strategic. AfroBallers acted as the link, aligning brand values, performance, and long-term goals. This partnership marked a significant milestone, signalling to other African clubs that such high-level collaborations are achievable when a solid foundation is laid.
Bahun-Wilson added, “I believe this sets a new precedent for African basketball. However, teams need to invest in their own storytelling and in promoting their players. When everything is in place, when the right infrastructure exists, teams will be ready for more sponsorship opportunities.”
He pointed to Petro as a prime example, noting, “They have been investing in their athletes’ stories on social media, in their graphics, and so on. Any team that follows a similar approach, like some of the Egyptian teams, would be ready for more significant brand partnerships.”
AfroBallers as a Cultural Conduit
This partnership, along with others in development, highlights a deeper mission: to amplify African sports culture while connecting the diaspora. AfroBallers is uniquely positioned to serve as both a platform and a bridge. “We don’t just want to close deals; we want to share stories that resonate globally,” Osagie explains. Through player features, behind-the-scenes content, and high-visibility sponsorships, the consistent goal is to keep African sports visible, viable, and celebrated both at home and abroad. In this sense, AfroBallers becomes more than just a middleman.
They are custodians of culture, committed to presenting African sports in an aspirational, marketable, and deeply authentic way. “As we continue to push the needle and raise global brand awareness for the African market, we’re also focusing on athlete incubation and talent discovery,” says Osagie. “It all begins with the media platform. It starts with telling the story. And that’s what AfroBallers is here to do.”
How Storytelling Is The Heartbeat of African Sports
AfroBallers believes that the key to unlocking more global brand partnerships lies in how African athletes and teams tell their stories. They emphasize the importance of investing in storytelling—showcasing the journeys, struggles, and triumphs of athletes to humanize their brands and create deeper emotional connections with fans. “A player doesn’t need to be the MVP to have a global following,” says Osagie. “The unique personalities, character, and cultural influence of African athletes can create enormous marketing value. This is a strength that clubs can leverage.”
Bahun-Wilson cites the example of Carlos Morais, an Angola-born basketball star who played in the NBA and captained Petro de Luanda to a championship. Despite his success, Morais hasn’t yet landed a major brand endorsement, primarily due to a lack of focused storytelling surrounding his brand. “It’s not just about playing well; it’s about telling your story,” adds Bahun-Wilson.
Infrastructure and Identity: The Dual Engines of African Sports Growth
While storytelling remains a powerful tool, the co-founders emphasize that narrative alone isn’t enough. For African clubs to compete on the global stage and attract meaningful sponsorships, they must also invest in the infrastructure that sustains long-term growth. This means building in-house media teams, strengthening digital marketing efforts, and establishing the administrative capacity to handle high-level brand partnerships.
“You can’t just rely on the BAL or other leagues,” Bahun-Wilson explains. “Clubs need to build their own ecosystems and invest in their own growth. This includes training players, enhancing facilities, and ensuring there’s a clear pathway for both players and brands to succeed.”
At the same time, AfroBallers champions a parallel investment; one in culture. They see African identity not just as a differentiator but as an economic asset. “The culture itself has marketing value,” Osagie points out. “It’s about embracing the culture and allowing athletes to be their authentic selves. The world is drawn to that authenticity.”
This idea of “culture as currency” is especially powerful for smaller clubs that may lack financial muscle but have rich, untapped stories to tell. By crafting compelling narratives around their teams and players, these clubs can position themselves for recognition, even before they break into global leagues. For AfroBallers, real growth happens when culture and infrastructure move in tandem.
Afrikicks and AfroBallers: A Powerful Collaboration for Social Change
AfroBallers’ mission extends beyond sponsorships and partnerships; it also intersects with social impact. Their collaboration with Afrikicks, a nonprofit that has donated over 330,000 pairs of shoes and facilitated over 1.6 million contributions of essential resources across 10 African countries, reflects their commitment to giving back. Jonitta Wallace, the Executive Director of Afrikicks and Strategy & Operations Manager at AfroBallers, has been instrumental in uniting the two organizations for impactful projects. “Afrikicks and AfroBallers share a mentality of giving back,” says Wallace.
“Through our partnership, we aim to deliver shoes to athletes, orphanages, and schools across Africa, starting with West Africa. Afrikicks has already sent over 250,000 pairs of shoes to the region, and now we’re working to scale that impact even further.” Afrikicks’ initiatives extend beyond the sports world, providing food, clothing, medical supplies, and educational resources to underserved communities. The partnership with AfroBallers amplifies these efforts, using AfroBallers’ digital platform and reach to bring greater visibility to Afrikicks’ on-the-ground work.
The Road Ahead, Setting New Standards for African Sports Media
Looking to the future, AfroBallers aims to continue its efforts in both sports media and athlete development. Their ultimate goal is to help African clubs, federations, and athletes gain recognition and financial support from global brands.
“The goal is to make African sports visible on the global stage while ensuring that athletes receive the recognition they deserve,” Osagie reflects. “It starts with creating a platform that amplifies their voices and tells their stories in an impactful way.”
Through their work with teams like Petro de Luanda and collaborations with organizations such as Afrikicks, AfroBallers is establishing new standards for how African clubs engage with international brands. They believe that the key to success lies in a combination of culture, storytelling, and infrastructure; each element building upon the other to create a sustainable ecosystem where African athletes can thrive.
AfroBallers is, in every sense, a unicorn, not just because of what they do, but because of how they do it: with purpose, pride, and a vision grounded in African excellence. Whether it’s brokering groundbreaking partnerships, spotlighting untold stories, or driving social change through collaborations like Afrikicks, AfroBallers continues to raise the bar for what African sports media can be. As they build an ecosystem where athletes, brands, and communities can thrive together, they’re not just changing perceptions, they’re setting new global standards. In doing so, AfroBallers stands as a beacon of what is possible when culture, storytelling, and strategy unite to empower a continent.
