TMG inks long-term Afro Nation Portugal site deal

Global entertainment firm TMG (The Malachite Group) has reaffirmed its commitment to hosting Afro Nation festival in Portimão, Portugal, by inking a multi-year exclusive site licence agreement – and pledged to bring other events to the region.

The renewed partnership with the Municipality of Portimão was officially signed during a special presentation at Better Tourism Lisbon’s Feira de Turismo de Lisboa.

The first festival held under the new deal will be this summer’s Afro Nation Portugal, which debuted in 2019 and holds its fifth edition on 9-11 July this summer.

“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,” says TMG CEO Natasha Manley. “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.

“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.”

“Through this partnership, we will enable it to expand beyond the event itself, reaching a truly global scale”

Afro Nation 2025 headliners include Burna Boy, Tems and Davido, alongside Mary J. Blige.

“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,” adds Portimão’s mayor Álvaro Bila, who highlighted the festival’s cultural and economic significance for the region. “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.

“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.”

TMG, whose founder is music entrepreneur Obi Asika, also produces live entertainment brands including Piano People, Afrotronic and LIT Everywhere. Together, they have sold over one million tickets, created 16,000 jobs worldwide and generated over US$1 billion in economic impact.

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