Burna Boy launches Global Creative campaign with Sporty Group, Championing African Culture, Sport and Influence

Grammy-winning Afrobeats superstar Burna Boy has unveiled a groundbreaking global creative campaign in partnership with Sporty Group, positioning African culture, sport, and influence firmly on the world stage.

Announced on January 12, 2026, the initiative is described as a long-term cultural platform that fuses music, fashion, sport, film, and storytelling. It aims to assert ownership of African narratives and showcase the continent's global impact on Burna Boy's own terms.

In a pioneering move, Burna Boy has assembled an elite lineup of international athletes with African heritage or ties, including Real Madrid stars Éder Militão and Eduardo Camavinga, Athletic Bilbao's Nico Williams and Iñaki Williams, former Chelsea midfielder Claude Makélélé, Asisat Oshoala, Cheslin Kolbe, Odion Ighalo, Alex Song, and others. These figures are united in a shared creative universe that highlights the confidence, scale, and reach of African culture.

Burna Boy emphasized the project's core message: “This project is about ownership. 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.”

The campaign serves as a cultural gift to fans, rooted in pride, identity, and shared African heritage. It spans original music, cinematic videos, visual art, and storytelling, all tied to themes of heritage and global dominance.

Sporty Studios, the production arm of Sporty Group, a leading sports and entertainment company, has begun releasing teaser visuals and fragments of the creative world. More content is expected soon, building toward the Africa Cup of Nations (AFCON) 2025 Final in Rabat, Morocco, on January 18, 2026, which promises to be a powerful intersection of sport and culture.

Elias Gallego, Vice President of Marketing Media at Sporty Group, stated: “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.”

Burna Boy serves as an ambassador for the partnership, with the campaign featuring a new anthem titled “For Everybody,” set to drop on January 16, 2026. Directed by Dave Meyers, early teasers blend elite athletes, fashion, movement, and music in a bold celebration of pride, unity, and ambition.

Further details, including full creative assets, behind-the-scenes content, and additional releases, will be unveiled in the coming days.

This collaboration marks a significant moment in African entertainment, merging global sports icons with one of the continent's most influential artists to champion African excellence worldwide.