ASU Advisory
Strategic Counsel for Africa's Sports Economy
We advise governments, investors, and institutions on both sides of the market, from policy and AfCFTA implementation to market entry and commercial growth.
How We Work
Our advisory is grounded in research and market intelligence. We build the evidence base before we give the counsel. ASU sits at the intersection of Africa's sports economy and global markets, advising institutions and organisations on both sides.
Policy Advisory & Strategic Planning
We work with governments, ministries, national sports bodies, and multilateral institutions to shape sport policy and deliver strategic plans that translate objectives into actionable outcomes.
Our work includes sport policy development, AfCFTA implementation, institutional reform, and the design and delivery of strategic roadmaps alongside stakeholder engagement and capacity building programmes.
Commercial & Growth Strategy
For global investors, brands, and sponsors, we provide the strategic clarity needed to enter, position, and grow with confidence in Africa's market.
For African rights holders, federations, and organisations, we support commercial development, partnership strategy, and long-term growth planning.
Who we have worked with
Leveraging Sport to Support the Inclusive Implementation of the AfCFTA
The United Nations Economic Commission for Africa & African Trade Policy Centre
Gabriel Ajala worked with UNECA and the African Trade Policy Centre to design and deliver a programme using sport as a lever for intra-African trade, regional cooperation, and economic inclusion.
Delivered
- 2 research projects on sport and AfCFTA implementation
- 2 stakeholder events featuring FIFA, the African Union, Right to Dream, and the AfCFTA Secretariat
- 4 podcasts across Africa, Europe, and North America (avg. 47% consumption rate)
- 6-month mentorship programme for 14 entrepreneurs, with mentors from FIFA, BAL, Toronto Raptors, and Catapult Sports
- Policy recommendations delivered to UNECA
Results
100% of mentees rated the programme positively. 100% of mentors would participate again. A third of event attendees were women.
Let's Talk
If you're looking for strategic counsel, a trusted intelligence partner, or simply want to explore how ASU Advisory can support your objectives — we'd welcome the conversation.
