FIFA World Cup 2026 star Yan Diomande has signed a long-term global partnership with Sporty Group, days after completing his record-breaking transfer to Real Madrid.
The deal makes the 19-year-old Ivorian the latest Global Ambassador for Sporty Group, a sports media, entertainment and technology company with operations across Africa and other international markets.
Diomande’s move to Real Madrid made him the most expensive African footballer in history, following a rapid rise that began with his professional debut for Spanish club CD Leganés.
His first professional appearance came against Real Madrid, with Sporty Group’s SportyTV serving as the front-of-shirt sponsor for Leganés at the time.
Less than two years later, Diomande has returned to Madrid as a Real Madrid player and Sporty Group’s newest global ambassador.
The partnership was facilitated by Diomande’s agency, Roc Nation Sports International.
Diomande later moved from Leganés to RB Leipzig, where he continued his development before gaining international attention during the 2026 FIFA World Cup.
His performances at the tournament, including his pace and attacking ability, helped establish him as one of the most highly rated young players in world football.
Diomande said: “This is an incredibly proud moment for me, not only because of where I am in my career, but because of what this partnership represents. Africa has always been a huge part of my story, and Sporty Group has become one of the companies helping transform the way millions of people across the continent experience football every single day. Their passion for the game, their investment in sport and the opportunities they continue to create for fans make this a partnership I’m incredibly proud to be part of”.
Sporty Group operates a number of sports and entertainment brands, including SportyTV, SportyFM, SportyStudios and SportyBet.
The company says its platforms reach millions of fans across Africa, as well as markets including Brazil and Mexico, through sports broadcasting, digital content and original programming.
During the 2026 World Cup, SportyTV generated more than one billion views across its digital platforms, while broadcasting the tournament in several African markets through free-to-air television, digital streaming and original programming, according to the company.
Diomande joins a list of international ambassadors associated with Sporty Group, including musicians Burna Boy and DJ Khaled, as well as African sporting figures Asisat Oshoala, Benny McCarthy and Cheslin Kolbe.
As part of his new role, Diomande will feature in global campaigns, fan experiences and original content across Sporty Group’s brands.
The partnership will also give Sporty Group access to Diomande for documentaries, interviews, behind-the-scenes productions, training-ground features, matchday content and community initiatives.
A feature-length documentary about Diomande’s rise is also planned as part of the collaboration.
Elias Gallego, Vice President of Business Development, Marketing & Media at Sporty Group, said: “Yan is one of the most exciting young footballers in the world, not only because of his talent, but because of what he represents. His rise reflects the confidence, ambition and global outlook of a new generation of African talent. At Sporty Group, we’ve spent years building a company with that same mindset. We saw something special in Yan long before the rest of the world did, and watching his rise has been incredible. Now officially wearing the same badge is something we’re immensely proud of. He shares our ambition to think bigger, challenge expectations and inspire millions of fans, and I couldn’t imagine a better person to help write the next chapter of the Sporty story.”
The partnership comes as Sporty Group expands its investment in sports content, athlete partnerships and digital storytelling.
Michael Yormark, President of Roc Nation Sports International, said: “Yan’s rise has captured the attention of the football world, and this partnership reflects the scale of his ambition both on and off the pitch. Sporty Group has built an impressive global platform through premium sports content, innovation and authentic storytelling. This is far more than a traditional ambassador agreement. It’s a long-term collaboration that will strengthen Yan’s global profile while creating meaningful experiences for millions of supporters around the world. We’re proud to have worked alongside Sporty Group to bring this partnership together.”
Diomande’s partnership with Sporty Group marks a continuation of a relationship that began during his time at Leganés.
From making his professional debut against Real Madrid to joining the Spanish giants as the most expensive African footballer in history, his rapid rise has now entered another chapter through his global partnership with Sporty Group.
