Culture · Business Of Football
Goal Diggers
The Nigerian celebrities who bought football clubs & why owning one might be the smartest investment right now
By Angel Afemikhe
What connection does a musician, an influencer and a football club have?
More than the love for football, some Nigerian celebrities are putting their money, influence and business ambitions into the game. And while congratulations often roll in whenever these investments are announced, many people may not understand the reasoning behind them.
“I hope she knows what it means to run a football club.”
That was one reaction following the announcement of Tacha FC, a club owned by Nigerian social media personality Anita Natacha Akide, popularly known as Symply Tacha. But Tacha is just one of several Nigerian celebrities who have ventured into football club ownership.
In October 2024, Lagos Liga, a private football league, featured Supremos FC, founded by Don Jazzy, the popular music executive and Mavin Records boss. Shortly after, D'banj launched Koko FC, named after his "Koko Master" persona. He invited aspiring players to submit applications through his platform, The CREAM, for a chance to attend physical pitch evaluations.
The public anticipated a face-off between Supremos FC and Koko FC, then Tacha FC also joined the conversation. Davido's 30BG Sports Club became another celebrity-backed team in the mix. Grammy-winning artist Burna Boy also established a football academy with centres across Lagos, Abuja and Port Harcourt.
The trend crossed borders in February 2025 when San Diego FC announced Nigerian singer Tems as a club partner in its ownership group, making her the first African woman to hold a stake in a Major League Soccer club.
But is this a straightforward cash-flow investment, as many people think?
Not exactly. Football clubs can generate revenue through sponsorships, merchandise, ticket sales, broadcasting rights and prize money. Owners may also benefit from long-term appreciation in a club's value or a profitable sale. For celebrities, there is an added advantage: media synergy. Their existing audiences can bring attention, partnerships and commercial opportunities to a club.
In Nigeria, developing young players could offer another route to value. Clubs that nurture talent and negotiate proper contracts may earn transfer fees when players move to bigger teams, potentially including sell-on payments. With Nigeria's deep pool of football talent, the opportunity is there, but so is the challenge of building sustainable clubs.
And football is not an easy business. Operating costs, player wages, debts, regulatory requirements and poor sporting results can swallow revenue. A club's value may rise without its owners receiving regular dividends, and even wealthy investors can suffer massive losses. But it goes beyond the profits. Some owners may simply want to develop talent, support their communities or build a lasting legacy.
So, could owning a football club be a smart investment? Yes, but not just because the owner is famous. The real goal is turning passion, influence and talent into a well-run business. After all, football can be a beautiful game, but the business behind it still has to be intentionally developed and managed.