abOVEnormal is Africa’s premier sports and fitness brand taking its rightful place in an industry dominated by global giants while operating under highly unequal and strenuous conditions, with limited institutional and commercial support. Yet despite these realities, abOVEnormal continues to create innovative cultural and market-driven initiatives that authentically connect with South Africans through identity, patriotism and sport.
At this defining moment for Africa and South Africa, abOVEnormal represents something far greater than entrepreneurial success. It reflects the rise of a continent determined to claim its place in the global economy, global culture and global sporting landscape but the rise of Africa cannot happen without empowerment. It cannot happen without investing in local excellence. It cannot happen without creating access, visibility and meaningful economic participation for AfrICAN brands, AfrICAN talent and AfrICAN communities.
As an emerging African brand competing in a highly competitive global environment where the playing field remains unequal and access to resources is often limited, abOVEnormal requires strong visibility on the international stage. This is why deliberate efforts are being made to ensure it gets significant representation and presence at the FIFA World Cup.
The once-in-four-years opportunity presented by the FIFA World Cup has the power to elevate AfrICAN participation and economic inclusion within the global sports business ecosystem to unprecedented levels. It is an opportunity for Africa to be seen not only as consumers of global brands, but as creators, innovators and contributors within the international sports economy.
abOVEnormal product sales, partnerships and collaborative support are therefore critical in ensuring that this historic opportunity is fully realised and not missed.
It is on these premises that communities, businesses, institutions, leaders and individuals are invited to help elevate abOVEnormal to global levels during this World Cup season through:
· Sponsorships
· Collaborations
· Strategic partnerships
· Procurement opportunities
· Purchase of abOVEnormal FIFA World Cup supporter gear and supporter T-shirts
· Participation in national fan engagement and viewing activations.
As a proudly South African brand investing directly into national mobilisation, fan culture and sports development, it would undermine the spirit of transformation, economic inclusion and empowerment of local enterprise for leaders and communities to engage in World Cup activations centred around already established brands while a homegrown AfrICAN brand is intentionally investing in national pride, African representation and community upliftment.
The rise of South Africa and the rise of Africa will require intentional empowerment for local businesses that carry the aspirations, identity and economic future of our people.
We therefore invite you to join and partner with us in our FIFA World Cup activities, including the Bafana Bafana Fridays and World Cup viewing activations taking place across provinces and communities, as attendees, collaborators and partners.
Together, we uplift and inspire our boys as they prepare to represent South Africa on the world stage and show the world that South Africa is one united nation, because we are all green and gold with NO DNA JUST RSA.
For participation, partnerships, sponsorships and collaborations:
Dr La Portia Mahlangu-Matjila on
+27 81 774 3688