The journey of AfriqueU began with a simple realization:
“The current system is not designed to benefit young African athletes in the long run. Too many talented players are overlooked or exploited, and they rarely have access to the resources they need to succeed beyond basketball.”
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.
Economist and retired
U.S. diplomat with expertise in global economic development and sports business.
Has lived and worked in Liberia, Kenya, Ghana, Mozambique, and other African nations.
A Kentucky native and lifelong basketball enthusiast, with a passion for using sports as a tool for economic empowerment.
“We’re not just creating better athletes; we’re creating leaders, entrepreneurs, and role models who will shape the future of African sports.”
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Scouting & Talent Development
Identifying promising African basketball players.
Partnering with local academies and training programs.
College Recruitment & NIL Education
Helping players navigate the NCAA recruitment process.
Educating athletes and families on NIL (Name, Image, and Likeness) opportunities.
Long-Term Career Development
Connecting players with business, coaching, and leadership opportunities after basketball.
Supporting former players who want to give back to African basketball communities.
AfriqueU is more than a program—it’s a movement. Whether you are an athlete, a coach, a brand looking to sponsor talent, or someone who believes in our mission, there’s a way for you to be part of it.
