Growing up, the fusion of basketball and hip hop was electric. It wasn’t just music echoing in locker rooms. It was a cultural alliance. Think LeBron James and Jay-Z. KD and Drake. Allen Iverson and Jadakiss. Harden and Lil Baby. Ballers wanted to rap. Rappers wanted to hoop.
That marriage of basketball and hip-hop evolved from cameos to jersey designs, lyrical shout-outs to team ownership, and even A&R sessions. Meek Mill had "Derrick Rose." Jack Harlow had "Tyler Herro." Post Malone immortalised Iverson on “White Iverson”, which went diamond. The NBA leveraged this, with artistes flooding playoff games, driving media buzz and younger audiences.
Now, we’re witnessing a similar fusion between Afrobeats and football. Hip-hop and basketball became intertwined through shared cultural roots, street credibility, hustle, and triumph. Afrobeats and football reflect Africa’s pride, global ambition, and communal joy. The difference? Football’s universality gives Afrobeats a platform even larger than the NBA’s.
In Nigeria and largely in Africa, football is more than a sport; it is a religion. In 1996, when Nigeria staged a miraculous 4-3 comeback against Brazil, the streets erupted. Bars overflowed, and fans sang "When Nigeria beat Brazil… Bebeto kan dey cry."
In 2002, Austino Milado’s "Super Eagles Carry Go" became the unofficial AFCON anthem, fueling Nigeria’s bronze medal run.
Fast forward to 2021: Paul Pogba celebrated a Manchester United win by joining Burna Boy onstage at Parklife Festival, blurring the lines between pitch and stage. Since then, footballers have become unofficial Afrobeats ambassadors—Wilfried Zaha dancing to Lojay’s "Monalisa", Virgil van Dijk vibing to Omah Lay’s "Holy Ghost", and Lamine Yamal’s viral post of Skales’ "Shake Body" leading to a performance at Barcelona’s Copa del Rey victory.
African artistes aren’t just getting endorsements; they’re stepping onto the field
On March 23, 2023. ODUMODUBLVCK released “DECLAN RICE” the hook “I dey feel Declan Rice…” paying homage to the former Aston Villa and now Arsenal player. The song debuted at No. 8 on the TurnTable Official Nigeria Top 100. The song received co-signs from Declan Rice himself, which propelled the record further and by July 2023, Arsenal unveiled Declan Rice using the single.
Tems, through her company The Leading Vibe, joined San Diego FC as a club partner in Major League Soccer (MLS), mirroring Jay-Z’s Nets ownership but with an Afrofuturist twist.
What’s the growing interest between Football and Afrobeats stars, and why does this partnership work?
- Football’s Reach: The sport dominates Africa and connects diasporas worldwide just like Afrobeats. FIFA’s 2022 World Cup album, featuring Davido’s "Hayya Hayya", leveraged this synergy, amassing 136 million YouTube views.
- Fan Culture & relatability: Songs like "DECLAN RICE" and Davido’s "KANTE" use football metaphors to resonate with fans, bridging music and sport.
- Milestones: Burna Boy sold out Paris’ Stade de France (80,000 fans); FC Barcelona and Spotify now spotlight African artistes like Afroto and A-Reece
- Revenue: Nike’s Nigeria kits, endorsed by Skepta and Wizkid, sparked 3 million pre-orders. Travis Scott’s Barça jersey (limited to 1,899 pieces) sold out instantly
- Exposure: Spotify’s "Locker Room" playlist merges streams with sports, while Davido’s World Cup performance introduced Afrobeats to 1.5 billion viewers
If you ever wondered how Afrobeats stars could leverage European clubs like Barça? The “Travis Scott & Barcelona’s partnership” has shown that the future is filled with endless opportunities for Afrobeats & Football.
The Travis Scott x FC Barcelona collaboration consisted of a sold-out concert (Fans were treated to a performance from Travis Scott the night before the El Clásico), limited-edition jerseys worn during El Clásico (Which sold out instantly), and a Spotify-curated playlist shows how music-football partnerships transcend borders. Imagine our afrobeats stars:
- Designing a football team’s limited-edition kits
- Soundtracking UEFA Champions League ads
- Replicating Drake’s Raptors ties.
Hip-hop and basketball redefined culture. Afrobeats and Football can do the same, but on a wider scale. The playbook is there: viral moments, ownership, and soundtracks. The next step? artistes and clubs must think bigger than endorsements.
Afrobeats x Football isn’t a trend. It’s the future.