Defining and Enabling the African Sports Economy
We bring clarity, coordination, and strategic direction to the organisations shaping sport as an economic sector across Africa.
Why We Built This
During a postgraduate research project at Birkbeck University, our founder, Gabriel Ajala, set out to write a dissertation on the Nigerian Professional Football League. The data wasn't there. The reports didn't exist. The resources that any stakeholder would take for granted in a mature sports market simply weren't available for Africa.
When he raised this with people working inside the industry, the response was consistent: there is no go-to place for this.That gap between the scale of Africa's sports economy and the quality of intelligence available to navigate it is why Africa Sports Unified exists. Not as a response to a market opportunity, but as a solution to a problem we experienced firsthand.
Everything ASU produces is built on that original frustration. The people making decisions about African sport deserve the same quality of intelligence, data, and strategic support available anywhere else in the world. We built ASU to close that gap. And we're not done yet.
Our Belief
We believe a thriving Pan-African sports market drives growth across Africa and Abroad. Sport connects people, markets, capital, and ideas. It creates opportunities for investment, employment, and national pride. At ASU, we recognise this potential and are committed to realising it through intelligence, advisory, and ecosystem building.
Our Mission
Our mission is to shape and support the growth of Africa's sports economy through intelligence, advisory, and ecosystem access.
We do this by:
Intelligence
Original research, data, and analysis covering media rights, sponsorship, infrastructure investment, and talent pipelines across the African sports economy.
Ecosystem
ASU Insider connects the professionals, investors, and organisations shaping African sport, creating the conditions for collaboration, deals, and knowledge exchange.
Advisory
Strategic counsel for federations, investors, sponsors, and governments navigating African sport. We bring on-the-ground expertise and continental relationships.
Engage With Africa Sports Unified
We work with decision-makers shaping Africa's sports economy, providing the clarity, access, and insight required to lead with confidence.
We welcome enquiries related to strategic partnerships, advisory engagements, media and press, contributing to the ASU Knowledge Hub, sponsorship, and speaking or event opportunities.
Or contact us directly at info@asunified.com