Benni McCarthy & Cheslin Kolbe Join Landmark Global Campaign
Celebrating African Culture and Influence With Support By Sporty Group
Benni McCarthy & Cheslin Kolbe Join Landmark Global Campaign. – Sporting legends Benni McCarthy and Cheslin Kolbe are at the forefront of a groundbreaking global creative campaign. The campaign was developed by Burna Boy and is supported by Sporty Group. It places African culture, sport, and influence at the centre of the world stage.
Conceived as a long-term cultural platform, the campaign brings together music, fashion, sport, film, and storytelling. This, to assert ownership of African narratives and global impact, on African terms.
In a first-of-its-kind initiative, McCarthy and Kolbe join Burna Boy and a world-class roster of elite athletes, including Eduardo Camavinga, Nico and Iñaki Williams, Jude Ighalo, Claude Makélélé, Christian Karembeu, Alex Song, Éder Militão, and Asisat Oshoala. Uniting them within a shared creative universe that reflects the scale, confidence, and global reach of African culture.
A celebration of shared African heritage
The campaign, conceived as a cultural offering, is a way for the athletes to give fans something meaningful. Rooted in pride, identity, and a celebration of shared African heritage.
Designed as a multi-layered creative world developed in partnership with Grammy-winning artist Burna Boy, the collaboration spans original music, video, storytelling, and visual art. This, all unified by a narrative centred on culture, heritage, and global influence. Sporty Studios, the production arm of Sporty Group, has begun releasing early visual content teasing the creative universe. More is arriving soon, just before the Africa Cup of Nations (AFCON) 2025 Final in Rabat, Morocco, on January 18. Widely regarded as the most prestigious competition on the continent and a powerful culmination of sport and culture.
“These athletes embody a new era of global cultural influence. Bringing them together allows us to support something truly special at the intersection of sport, culture, and entertainment. Having South African icons like Benni McCarthy and Cheslin Kolbe leading this initiative demonstrates the power of our continent’s influence on the world stage.” ~ Elias Gallego, Vice President of Marketing Media at Sporty Group.
