Tems is positioning herself at the intersection of music, sports, and culture—a space brimming with opportunities for innovation.
By Tuka Letura
Two-time Nigerian Grammy Award winner, Tems, is making history once again. The R&B and Alté sensation has become the first African woman and artiste to own a stake in an MLS team, joining the ownership group of San Diego FC. By stepping into the world of sports ownership, Tems is entering a space where culture, commerce, and community intersect.
Musicians investing in sports isn’t new. Artistes like Ed Sheeran, who holds a minority stake in Premier League club, Ipswich Town, and many others have invested in teams across Europe and the Americas.
However, Tems’ move signals something bigger: the rise of African artistes as influential players in global industries beyond music. It’s something none of her peers in the Afrobeats industry have achieved thus far.
Tems joins a distinguished group of San Diego FC Club Partners, including trailblazing actress, Issa Rae, World Cup-winning footballer, Juan Mata, retired U.S. Navy SEAL, Jocko Willink, and San Diego Padres’ perennial MLB All-Star, Manny Machado.
Her involvement with San Diego FC is facilitated through a partnership with Pave Investments, an African private investment firm that previously led an investment group into NBA Africa in 2021. As part of this collaboration, Tunde Folawiyo, Chairman of Pave Investments, and Kwamena Afful, Founding Director of Pave Investments, will also join the San Diego FC ownership group.
Together, this diverse collective of global figures brings their platforms, influence, and personal commitment to amplify the mission of both the Right to Dream Academy and San Diego FC—using football as a vehicle to inspire and empower communities both on and off the pitch.
By joining San Diego FC’s ownership group, Tems is not merely adding a trophy asset to her portfolio. This is not just another box-ticking exercise; she is positioning herself at the intersection of music, sports, and culture—a space brimming with opportunities for innovation.
Investments like these often serve dual purposes: they are both passion projects and shrewd financial decisions. Sports franchises, particularly in globally recognised leagues like the MLS, NBA, NFL, and Europe’s top five football leagues—England’s Premier League, Spain’s La Liga, Germany’s Bundesliga, Italy’s Serie A, and France’s Ligue 1—have seen their valuations skyrocket. For musicians, whose careers can be unpredictable, owning a stake in a team offers long-term financial stability and diversification.
With her new partnership with San Diego FC, Tems stands to gain much more than just an ownership stake—this move opens doors to opportunities for branding, financial growth, and community impact.
As an artiste, Tems brings a unique creative vision that can weave Afrobeat into San Diego FC’s branding and fan experience. This could include curated matchday playlists, collaborations with African designers for team merchandise, or halftime performances featuring African artistes. Such initiatives not only enhance fan engagement but also attract sponsors eager to align with culturally resonant campaigns.
A similar model can be seen in Drake’s partnership with the Toronto Raptors, where co-branded merchandise and viral marketing campaigns helped solidify the team’s “We the North” identity, boosting both ticket sales and global visibility.
Beyond branding, this type of investment offers long-term financial diversification. For musicians, whose careers often experience fluctuations, owning a stake in a sports franchise provides stable revenue streams through broadcasting rights, merchandise sales, ticket sales, and sponsorship deals.
High-profile investors have also leveraged their star power to attract additional funding. For instance, Serena Williams and Natalie Portman’s launch of Angel City FC in 2020 secured $35 million in initial backing, demonstrating the financial viability of such ventures. This trend isn’t one-sided either; athletes like Kevin Durant and LeBron James have recognised the overlap between sports and music, making investments in streaming platforms and record labels.
Perhaps the most meaningful aspect of Tems’ involvement is her potential for community development and social impact. Known for her advocacy for women’s empowerment, she could collaborate with San Diego FC on initiatives such as youth soccer programs in Nigeria or scholarships for female athletes. This aligns with the club’s commitment to social good while also expanding the MLS’s global footprint.
Through San Diego FC, Tems isn’t just making history—she’s creating a new blueprint for how African artistes can influence industries beyond music, leaving a lasting legacy in sports, business, and community empowerment.
Tems’ ownership role serves as a clarion call for artistes and athletes to reimagine their influence as cultural entrepreneurs, unlocking new opportunities that merge music, sports, and business.
One potential avenue is the creation of artiste-athlete venture funds, where musicians and athletes pool resources to invest in startups at the intersection of music, sports, and technology. This model would enable influential figures to support emerging talent, cutting-edge entertainment platforms, and innovative sports technology, fostering cross-industry growth.
Another possibility lies in global talent exchanges, linking African music festivals with European football academies to scout and develop dual-talented youth. Such partnerships could create opportunities for young creatives and athletes to gain exposure on international stages, further embedding African culture into the global sports and entertainment landscape.
Additionally, streaming platform integrations could transform fan engagement. Exclusive content bundles—such as an Apple Music + MLS Season Pass—could combine music and sports subscriptions, providing fans with a seamless way to enjoy both worlds while generating revenue for artistes and teams alike.
Through her investment in San Diego FC, Tems is redefining what it means to be an artiste in today’s world, extending her influence far beyond performing.
Tuka Letura is an experienced sports writer with over five years of experience in the craft. He uses data and statistics to provide analysis and commentary. From regional to worldwide competitions, he has covered a wide range of sports-related events and topics. He is devoted to sharing his enthusiasm for sports with his audience and engaging them with interesting anecdotes and viewpoints.