The relationship between music and sports is moving beyond halftime performances, celebrity appearances and endorsement deals, with entertainers increasingly investing in teams, sponsoring competitions and supporting athletes.

Nigerian Afrobeats star Oluwatosin Ajibade, popularly known as Mr Eazi, is among those exploring this intersection, using his business interests to support African sports.

The singer was recently in Kenya for a two-day visit, not to perform on stage but to engage volleyball players, team managers and federation officials on a programme offering direct financial rewards to athletes.

As chairman of Choplife Gaming and ambassador of betPawa’s Locker Room Bonus (LRB), Mr Eazi is associated with an initiative that rewards players after victories, linking financial incentives directly to performance.

“Sports and entertainment work hand in hand. I feel like players should be paid the way music pays. We are not doing them a favour. We are giving them what they are supposed to get,” he said.

The initiative took centre stage during a meeting organised with the Kenya Volleyball Federation at Hyatt Place Nairobi ahead of the 2026/27 National League season.

Under the arrangement, 14 players and two technical officials from each winning team will receive Sh4,000 each through their mobile money wallets after a league victory.

“This means players will not have to wait for their pay for days. Players will receive money instantly, and no coach will receive any money on behalf of the players,” said Charles Nyaberi, Team Kenya’s overall team manager.

Country manager Crispus Mogere said the programme would treat men’s and women’s teams equally, with both receiving the same per-win bonuses.

The initiative, which began in the 2022/23 season, has expanded across several African countries, including Kenya, Uganda, Tanzania, Nigeria and Ghana. It supplements existing salaries and sponsorships rather than replacing them.

For Mr Eazi, whose hits include Leg Over, Pour Me Water and Bankulize, the sports venture adds another dimension to a career spanning music, entrepreneurship and talent development.

He is not alone in exploring opportunities beyond entertainment.

Barely a month ago, Oscar-winning actress Lupita Nyong’o announced her investment in Nairobi City Thunder, joining the ownership group of the basketball club that became the first Kenyan team to qualify for the Basketball Africa League (BAL).

“Taking a tunnel walk to celebrate that I’m an investor in the Nairobi City Thunder,” she said in an Instagram video, describing herself as “pumped and proud” to back the team before signing off with “Twende!”

Musician Bien-Aimé Baraza and his wife, Chiki Kuruka, have also joined the club as brand ambassadors and equity investors, bringing additional celebrity visibility to Kenyan basketball.

Internationally, entertainers have pursued similar opportunities. American rapper Jay-Z previously held a minority stake in the Brooklyn Nets before selling it in 2013, later expanding into athlete representation through Roc Nation Sports.

British singer Ed Sheeran became Ipswich Town’s shirt sponsor in 2021 and acquired a minority stake in the football club in 2024. Canadian rapper Drake, meanwhile, has explored sports partnerships through his DreamCrew entertainment company.

These examples demonstrate how celebrity involvement can extend beyond publicity into ownership, sponsorship and sports management.

For African sports, such partnerships could bring much-needed capital, marketing expertise and access to wider audiences. Musicians can invest in youth academies, sportswear, athlete management and competitions, while sporting organisations can use entertainment to attract fans and commercial partners.