Nigerian music star Burna Boy has unveiled a global creative campaign in partnership with Sporty Group, positioning African culture, sport and influence firmly at the centre of a worldwide cultural conversation.

The campaign, announced in Lagos on January 12, 2026, is described as a long-term creative platform that brings together music, fashion, sport, film and storytelling to project African narratives on a global scale, with Burna Boy playing a central curatorial role.

Conceived as a first-of-its-kind initiative, the project unites a diverse group of elite athletes from across the world into a shared creative space inspired by African heritage and global influence. The roster includes footballers Camavinga, Nico and Iñaki Williams, Odion Ighalo, Claude Makelele, Christian Karembeu, Alex Song and Eder Militão, alongside Super Falcons star Asisat Oshoala and South African rugby icon Cheslin Kolbe.

According to the organisers, the campaign is intended to go beyond commercial promotion, offering fans a cultural experience rooted in pride, identity and a celebration of shared African heritage. It seeks to assert African ownership of global cultural influence through collaborative storytelling and visual expression.

“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.”

The creative collaboration spans original music, video content, visual art and narrative-driven storytelling, all connected by a unifying theme of culture, heritage and global impact. Sporty Studios, the production arm of Sporty Group, is leading the rollout of the project and has begun releasing early visual teasers to introduce audiences to the campaign’s creative universe.

More content is expected to be released in the coming days, with a major push scheduled ahead of the Africa Cup of Nations 2025 final in Rabat, Morocco, on January 18. The timing is intended to align the campaign with one of the continent’s most prestigious sporting events, highlighting the intersection of African sport and culture on a global stage.

Elias Gallego, Vice President of Marketing Media at Sporty Group, said the partnership reflects a broader shift in global cultural influence.

“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,” he said.

Sporty Group, which operates across media, gaming and entertainment platforms, says the campaign reinforces its commitment to supporting African creativity and global storytelling through technology-driven platforms.

Further details, including additional creative assets and behind-the-scenes material, are expected to be released in the coming weeks.