Burna Boy, one of the most influential cultural figures of his generation, today announced the launch of a landmark global creative campaign, developed in partnership with Sporty Group, placing African culture, sport, and influence at the centre of the world stage. Conceived as a long-term cultural platform, the campaign brings together music, fashion, sport, film, and storytelling to assert ownership of African narratives and global impact — on Burna Boy’s terms.In a first-of-its-kind initiative, Burna Boy convenes a world-class roster of elite athletes, including Camavinga, Nico and Iñaki Williams, Ighalo, Makelele, Karembeu, Alex Song, Militão, Asisat Oshoala, Cheslin Kolbe, and more, uniting them within a shared creative universe that reflects the scale, confidence, and global reach of African culture and its global influence
The campaign is conceived as a cultural offering—a way for Burna Boy and the athletes to give fans something meaningful, rooted in pride, identity, and a celebration of shared African heritage.
“This project is about ownership,” Burna Boy said. “Ownership of our culture, our stories, and our global influence. Africa has always shaped the world; this is us showing it deliberately, on our own terms, and at the highest level.”
Designed as a multi-layered creative world, the collaboration spans original music, video, storytelling and visual art — all unified by a narrative centred on culture, heritage and global influence. Sporty Studios, the production arm of Sporty Group, the leading sports and entertainment group backing the project and partnering with Burna Boy as ambassador, has begun releasing early visual fragments teasing the creative universe, with more arriving soon and just before the Africa Cup of Nations (AFCON) 2025 Final in Rabat, Morocco on January 18 – widely regarded as the most prestigious competition in the continent and a powerful culmination of sports and culture.
“Burna Boy and these athletes embody a new era of global cultural influence — bringing them together lets us support something truly special at the intersection of sport, culture and entertainment,” said Elias Gallego, Vice President of Marketing Media at Sporty Group.
Further details on the project, creative assets, and behind-the-scenes content will be released soon.
For more information, please visit SportyGroup.com.
About Sporty Group
Sporty Group is a consumer-first global sports and entertainment company with unparalleled digital platforms that serve millions of daily active users through technology and operations hubs across four continents. The company delivers premium, live, and engaging content to sports fans worldwide through its network of complementary brands across media, gaming, and entertainment.
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