A UNIQUE partnership between a UK-based sports agency and a sports tech organisation will pave the way for African athletes to boost their brand, raise their profile and help them secure commercial support. 

ProTouch Africa has more than 30 years of experience in working with sportspeople, clubs and federations to create strategies to help African athletes build their personal brand. 

And now the organisation has teamed up with the Athlete Media Group (AMG) which works with elite athletes at the top of their game across a number of disciplines, to combine their knowledge and create solutions so that African sportspeople can reach their potential. 

Rebecca Eliot of ProTouch, said that one of the biggest challenges facing athletes “is that of funding and that is particularly true in Africa.” 

“We understand that at first hand, having supported 26 road cyclists from six African countries – including five national champions and one African continental champions – as part of Africa’s UCI Continental cycling team for three years,” she said. 

With that in mind, ProTouch has been developing its Athlete Impact Investment Platform – Podium Pursuit – which will be the first of its kind to be owned by fans and which will help to generate funds through those fans and other brands, to support African athletes. 

The scheme will be further enhanced by the partnership with AMG – which works with scores of top athletes, Olympians and Paralympians – to help them grow their brand but also to showcase their wider interests under the company’s “powered with purpose” mantra 

Working with AMG will allow ProTouch to offer athletes a range of services including personal branding, media exposure and commercial opportunities. Rebecca said that the around 4000 top African athletes are being approached about engaging with Podium Pursuit. 

“We plan to activate their 30 million fans globally, alongside a range of brands, in the lead up to Paris 2024 and beyond,” she said. Mark Middlemas, CEO and founder of AMG, is excited about the new partnership and its potential. 

“This gives us an important footprint in the fast-growing African sports market,” said Mark, who’s current stable of athletes includes England Women’s rugby captain, Marlie Packer, double Olympic gold medallist Hannah Mills OBE and top female triathlete Sophie Coldwell. 

“We look forward to helping to create, develop and grow the personal brands of these talented athletes by bringing their powerful sporting stories to life, while creating meaningful connections for them with carefully curated brand partners.”

Photo by IANS/ Photo Courtesy 

NAIROBI, Kenya July 15 – More than 10 Presidents are in Kenya for into the high-level African Union meeting taking place at the UN Headquarters in Nairobi

They are in the country to attend the 5th mid-year Coordination Meeting of the African Union, Regional Communities and Regional Mechanisms.

They include Egyptian president Abdel Fatah El-Sisi, President of Comoros Azali Assoumani, Gabon’s Ali Bongo Ondiba and president of Senegal Macky Sall who arrived late Sunday.

The ministry of Foreign Affairs ministry said Libyan Presidential Council Mohamed al-Menfi was expected as well as Tanzania’s Samia Suluhu, Uganda’s Yoweri Museveni and leaders from Botswana, Chad, Burundi (also the Chairperson of the East African Community), Algeria, DRC and Djibouti among others.

UN deputy Secretary General arrived on Saturday morning.

The leaders were received by Cabinet Secretaries and State House has said they will meet President William Ruto at the UN.

Lands, Public Works, Housing and Urban Development Zachariah Njeru was at the JKIA to receive and welcome the Head of the Libyan Presidential Council Mohamed al-Menfi while Defence CS Aden Duale received El-Sisi.

President of Comoros Azali Assoumani was received by Agriculture CS Mithika Linturi, the President of Gabon Ali Bongo Ondiba was received by Health CS Susan Nakhumicha.

Officials said the President of Senegal Macky Sall was received by Energy CS Davis Chirchir.  Capital News

Migrants who are already living in the UK are at risk of losing their rights as the Government vows to increase visa fees by at least 15 per cent to help pay for public sector pay increases, charities have warned.

Foreign NHS workers and academics will be among those hit by the new visa costs, which will see families charged thousands more per year to remain in the UK. 

On Thursday, Downing Street announced a new public sector pay offer, raising wages by at least 6 per cent for teachers, junior doctors, police and prison officers.

The pay award is set to cost the Government around £2bn, £1bn of which is to be raised by increasing the cost of visa applications.

Work visas and visit visas are to be increased by 15 per cent, while the cost of study visas, certificates of sponsorship, settlement, citizenship, wider entry clearance, leave to remain and priority visas will increase by at least 20 per cent.

The Government is also planning to increase the NHS surcharge charged to migrants in the UK from £624 to £1,035 per year. This cost is paid upfront when an individual applies for a visa and is in addition to any visa fees.

Visa costs vary depending on the type of visa a person is applying for, for example it costs £1,048 for a partner, parent or child to apply to join a family member in the UK, with this visa often having to be renewed every few years.  By Story by Lucie Heath, Microsoft Start