Boutique strategic intelligence at the intersection of African sport governance, sports diplomacy, and continental affairs — for federations, governments, capital allocators, and international brands operating across the continent.
QWM does not pitch for briefs. We advise the principals who write them — federation leaderships, ministries, host nations, sovereign allocators, and the international brands and institutions positioning across African sport, capital, and continental affairs.
The work is intelligence-led: governance reads, geopolitical positioning, market access, integrity diagnostics, narrative architecture, and continental execution through regional teams with verified standing in their markets.
Confidential reads on federation politics, electoral landscapes, regulatory exposure, and integrity risk across CAF member associations and adjacent governing bodies.
Strategic counsel for host nations, ministries, and capital allocators on how African sport intersects with state interest, soft power, and continental positioning.
The systems that shape how a country, federation, tournament, or institution is read across media, capital, and continental opinion. Designed before activation, not after.
Delivery through QWM Africa — five regional offices led by senior executives with direct standing in their markets, activating a curated network of journalists and creators across 23+ countries to a defined narrative brief.
A proprietary methodology for international brands, sponsors, and capital allocators entering African sport.
Two flagship deliverables: Market Entry Strategies (commercial, regulatory, partnership architecture) and Activation Programmes (brand and sponsor deployment on the ground). Bespoke dossiers and sector-specific frameworks produced as mandates require.
Cross-sector counsel where mandates extend beyond sport — drawing on continental relationships built across a decade inside FIFA-Africa and field operations across the continent.
Engagements include strategic introductions, ministerial coordination, and regulatory navigation — typically as natural extensions of trust earned in sport mandates.
A multi-year body of work positioning Morocco at the centre of African football's continental and global narrative — through the lead-up to and execution of major tournament cycles, infrastructure investment, and continental diplomacy.
Strategic positioning, narrative architecture, federation-level counsel, and network orchestration across the FIFA Club World Cup 2025 cycle, AFCON readiness, and the long-arc positioning toward the 2030 World Cup.
Founder & CEO, QWM.
A decade inside FIFA, with senior responsibility for the institution's relationship with all 54 African member associations as the senior FIFA principal for the African region.
Field operations with the International Committee of the Red Cross across complex and post-conflict environments — including the first senior FIFA mission into post-conflict Somalia in 2015.
Strategic advisor on the Morocco mandate across federation, ministerial, and host-nation positioning — from the FIFA Club World Cup 2025 cycle and AFCON 2025 (delivered), through to WAFCON 2026 and the long-arc 2030 World Cup horizon.
Operator across continental affairs, government relations, and strategic intelligence — building access frameworks at the intersection of sport, capital, and statecraft. Based in Zürich, working continentally.
"The institutions that will shape African football's next twenty years are being built right now. The question is not whether to be in those rooms — it is who you let advise you when you are."
Federation-board to ministerial level, with capital allocators and international brand principals as primary cross-sector counterparts.
Football associations, continental confederations, and tournament organisers operating at federation-board level.
Ministries of sport, tourism boards, and host-nation strategic offices positioning around major continental and global tournaments.
Sovereign wealth, family offices, and institutional allocators evaluating African sport as an asset class, equity opportunity, or capital allocation thesis — engaging QWM for due diligence, market reads, and the trusted local intelligence layer.
Global consumer brands, rights buyers, and sponsorship principals seeking activation, sponsorship, or commercial deployment — turning marketing budgets into on-the-ground presence across African football and continental sport.
Host cities, organising committees, and bidding authorities for AFCON, FIFA tournaments, and continental sporting events.
QWM accepts three new mandates per quarter. Confidential briefings reviewed within 72 hours.
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