Our mission

Our purpose is to develop potential for people and organisations by creating opportunities through sport. Changing and challenging perceptions.

We advocate, educate and empower to build a holistic and sustainable sports business eco-system. Creating a global community of key decision makers and enthusiasts, with a focus on the pan-african and developing markets.

ASU have had the pleasure of working with some of the worlds top and inspiring brands


Strategy defines where we're going, and how we're going to get there. By working closely with you and your team we can help build and implement innovative and successful strategies that will help you drive innovation forward.

Collaboration is at the heart of sports and we pride ourselves on bringing people from across the globe together to network, engage and learn from each other. Whether it's a bespoke or intimate event, our team ensures a best in class delivery when bringing your vision to life.

We create content with the aim of informing, engaging and providing thought-provoking conversations. From blogs to videos to podcasts, we provide our global community with a wider understanding of the sports market. We love to collaborate with individuals, teams and organisations to provide unique storytelling that provides depth to topics.

We believe that data builds and informs strategy. Our data pieces and reports bring insight and transparency to your decision making, helping you to highlight and grab hold of opportunities.

How we got started

In 2014, whilst studying a Postgraduate degree in Sports Management & The Business of Football, our founder, Gabriel Ajala, took the opportunity to focus his dissertation on the NPFL (Nigerian Professional Football League).

In doing so, he soon realised it was extremely difficult to find credible resources on the sports business principles that underpin the African market, especially for a continent that has greatly contributed to sports in regards to athletes,

With that in mind, ASU (Africa Sports Unified) was born with the sole focus of connecting, showcasing and advancing a sustainable pan-african sports market.

Get In Touch

We’d love to hear from you! Collaboration is at the centre of sports so whether it’s a question, bringing forward an idea or you just want to say hi, we’re always keen on hearing from like-minded and passionate people.

African Sports Unified