ABOUT US
Why AfriqueU Was Created?
The journey of AfriqueU began with a simple realization:
“We’ve observed that many talented young African athletes could benefit from a more robust support system. Our goal is to provide them with the resources and guidance they need to achieve sustainable success, helping them build lasting careers that extend well beyond the sport.“
Founded by Dr. Michael W Nicholson, an economist and retired career diplomat, AfriqueU was born out of a desire to create a fair, transparent, and empowering system for African student-athletes. With over 20 years of experience working in international markets—and personal ties to basketball and economic development—Dr. Nicholson saw an opportunity to leverage the NCAA’s new NIL policies to benefit African athletes in ways never done before.
Today, AfriqueU is a growing network of student-athletes, universities, coaches, and sponsors committed to creating sustainable success stories.
Our Core Values
- Education First – College is not just a stepping stone; it’s a foundation for lifelong success.
- Ethical Recruitment – We ensure athletes and their families understand their options and rights.
- Financial Empowerment – We help athletes navigate NIL deals to maximize their earnings and opportunities.
- Long-Term Growth – Our goal is to prepare athletes for careers beyond playing basketball.
Our Team & Advisor
- Former African college & pro basketball players who mentor the next generation.
- University recruiters who help athletes find the right academic and athletic fit.
- Financial experts who educate athletes on managing NIL earnings.
- Sports lawyers & agents ensuring fair and transparent NIL contracts.
Dr. Michael W Nicholson
Founder & CEO
Michael W Nicholson is the founder and CEO of AfriqueU, a groundbreaking platform that bridges Africa and America through basketball and education. A former U.S. diplomat and seasoned economist, Michael brings two decades of experience in international development, public finance, and policy innovation to the forefront of sports and education entrepreneurship.
Prior to launching AfriqueU, Dr Nicholson served in leadership roles for USAID across Africa and Asia. His career has focused on unlocking public-private investment, building resilient institutions, and advancing youth opportunity through strategic engagement.
A Kentucky native and lifelong basketball enthusiast, Michael created AfriqueU to transform the talent pipeline between Africa and the United States by empowering athletes, amplifying stories, and creating new pathways to higher education and financial mobility.
Under his leadership, AfriqueU is developing a continent-wide network of country directors, club partnerships, and NIL-ready athletes, backed by a media-forward strategy and long-term investor vision.
“We’re not just creating better athletes; we’re creating leaders, entrepreneurs, and role models who will shape the future of African scholars.”