ASU Advisory
Strategic Advisory for Africa's Sports Economy
We advise governments, brands, investors and rights holders on how to create and capture value in Africa's sports economy.
What we do
Advice shaped around who you are and what you need to decide.
Governments
- Sports economy strategy and policy
- AfCFTA and trade in sport services
- Institutional reform and strategic roadmaps
- Stakeholder engagement and capacity building
Brands and investors
- Market entry and market sizing
- Partner and property selection
- Deal and investment intelligence
- Partnerships and market access
Rights holders and federations
- Commercial strategy and revenue planning
- Sponsorship readiness
- Long term growth planning
- Partnerships and market access
How we work
We build the evidence base before we give the advice.
Diagnose
Define the decision you need to make and what success looks like.
Evidence
Research, deal data and conversations with the people on the ground.
Strategy
Clear recommendations, priorities and a plan you can act on.
Delivery support
We stay with you through implementation, not just the report.
Case study
Leveraging Sport to Support the Inclusive Implementation of the AfCFTA
For the UN Economic Commission for Africa and its African Trade Policy Centre. Led by Gabriel Ajala.
Delivered
Research, stakeholder events, a podcast series, a mentorship programme and policy recommendations to UNECA.
Results
Every mentee rated the programme positively, every mentor would take part again, and a third of event attendees were women.
Partnership brokering
Alive & Kicking presented at an ASU webinar, where FIFA first saw their work. The relationship that followed made AK the first African manufacturer of FIFA licensed footballs.
“ASU have been pivotal in AK's growth since our first introduction in 2019. Thanks to ASU's support, AK became the first African manufacturer of FIFA licensed footballs, opening us up to new markets and driving an additional 27,000 ball sales in 2022, an increase of 64% from the previous year.”
Led by
Gabriel Ajala
Founder and Lead Partner, Africa Sports Unified
Gabriel founded ASU after finding there was no reliable data on Africa's sports markets. He combines sports business expertise with years of programme and project delivery, so advice comes with a plan to deliver it.
- MBA, SOAS University of London
- MSc Sports Management, Birkbeck, University of London
- BA Economics and Law, University of Leicester
- PRINCE2 Practitioner and Agile Scrum Master
Ways to work with us
Project
A defined piece of work with a clear scope, timeline and outcome.
Retainer
Ongoing strategic advisory and intelligence, on call as decisions arise.
Commissioned research
Market studies, data and reports built around your question.
Let's talk
Tell us what you are trying to decide. A 30 minute call is the best place to start.