Afro Nation Renews License With Portuguese Festival Site

Global entertainment company The Malachite Group (TMG) has reaffirmed its commitment to delivering world class events including Afro Nation festival in Portimão, Portugal, by signing a long-term, multi-year exclusive site license agreement.

The renewed partnership was officially signed during a special presentation at Better Tourism Lisbon’s international tourism fair, Feira de Turismo de Lisboa.

It marks “a milestone in the collaboration between TMG and the Municipality of Portimão,” according to the press release announcing the extension of the partnership.

TMG, which stands for The Malachite Group, was founded by outgoing UTA UK co-head, and Pollstar Impact International honoree Obi Asika, and is led by entertainment business veteran Natasha Manley as CEO.

TMG, by its own admission, is “champions Africa and its global diaspora,” while remaining “centered around music and community,” and “serving as curators of culture and custodians of heritage.”

Live entertainment brands produced by TMG include Afro Nation, Piano People, LIT Everywhere, and Afrotronic.

TMG is part of the Helios Sports & Entertainment Group (“HSEG”), a platform investing in growing global reliance on African talent. Launched in 2021 by Helios Investment Partners, the largest Africa-focused private investment firm, HSEG’s portfolio includes TMG, NBA Africa, the Basketball Africa League, PFL Africa, and Zaria Group.,

Afro Nation launched in Portugal in 2019. Celebrating African music and culture, the pioneering festival is the largest of its kind in the world, attracting some 40,000 guests from more than 170 countries each year.

Successful editions of Afro Nation have taken place in America, the Caribbean and Africa, with more expansions on the horizon. The 2025 Portuguese original will go down July 9-11 at Praia da Rocha beach, Portimão, The Algarve. Confirmed headliners are Burna Boy, Davido and Tems.

The festival has now secured its long-term home at this scenic site, thanks to the deal with the city of Portimão.

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Natasha Manley, CEO of TMG, expressed her excitement about the continued partnership, emphasizing the deep connection between Afro Nation and Portugal: “Portimão is the birthplace of the global Afro Nation movement, and Praia da Rocha has become an iconic gathering place for our growing community – and our team. Every summer, we see visitors traveling here with us from over 170 countries to celebrate African music and culture in the paradise of the Algarve – there really is nothing like it.

“As part of our continuing partnership between TMG and Portimão and our core values as a business, we are committed to uplifting the local industries by working with local suppliers to generate sustainable and responsible economic growth. To this end I can also add that we are so proud to have been recognized by your national government’s tourism authority as one of the most important events in Portugal for driving tourism alongside Formula 1. And whilst Afro Nation continues to grow its global footprint, we are thrilled to make this commitment to our home in Portugal today. Over the coming years we look forward to expanding our events portfolio and launching exciting new brands. We wish to be here for decades to come, continuing to build special and unique experiences that bring communities together in one of the most beautiful beach locations on the planet.”

Portimão’s mayor, Álvaro Bila, highlighted the festival’s cultural and economic significance for the region: “Since we welcomed the Afro Nation community in 2019, the festival has become part of the Portimão family, with a visible impact across the Algarve. This event has brought internationally renowned artists to Portugal for the first time and has solidified Portimão as one of the top destinations for world-class events.

“Moreover, Afro Nation’s presence has significantly benefited our tourism and hospitality industries, generating many millions of euros annually. The thousands of attendees who visit Portimão each year are welcomed with our traditional warmth, and we take great pride in continuing this partnership that strengthens and enriches our community. We know that Afro Nation is more than just a festival – it is a global cultural movement – and through this partnership, we will enable it to expand beyond the event itself, reaching a truly global scale.”

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