What Tems and Issa Rae Could Mean for San Diego FC

By bringing Grammy-winning artist Tems and Emmy-nominated actress and producer Issa Rae as Club Partners into its ownership group, San Diego FC has made a game-changing move ten days before the kickoff of its inaugural MLS season. This decision not only strengthen the club's brand positioning but also anchors it as a cultural force in sports, with deep ties to Africa and a vision for innovation.  

A Strong African Connection 

San Diego FC’s African roots run deep. The club’s ownership group is led by Egyptian billionaire Mohamed Mansour, owner of the renowned Right to Dream Academy. To many, Right to Dream is Africa’s top football academy having produced talents like Mohammed Kudus. Mansour and the ownership group was awarded the expansion franchise in 2023 for 500 million USD.

The Power of Tems 

Tems, a global music icon who recently took home the Grammy for Best African Performance, brings her creative energy and cultural influence (and +12 million followers) to San Diego FC. Beyond the possibility of her performing at the 35,000-seat Snapdragon Stadium, I believe she could leverage San Diego FC to curate events and up and coming artists, further linking the club to Africa’s vibrant music scene. Her involvement also aligns with the club’s mission to empower young talent through initiatives like Right to Dream. Tems’ global reach can undeniably bring eyeballs and ears to the hype around the club : the club will then have to find the best ways to leverage this unique audience in front of commercial partners that align with the brand’s culture.

Issa Rae’s Visionary Impact 

On the other hand, Issa Rae is a business mogul in her own right whose entrepreneurial ventures extend far beyond Hollywood. Certainly, her company, Hoorae Media could help San Diego FC produce compelling sports documentaries which have become sought after by streaming platforms. Beyond that, Rae has been a strong advocate and champion of black businesses and creatives : her involvement with San Diego FC could open the door of collaborations with local businesses. It could also lead to the expansion of her own portfolio, for instance, the opening of a San Diego branch of the HillTop Coffee + Kitchen near the Right to Dream campus. Ultimately, the authenticity of her involvement will help amplify the engagement of the club’s community.

A New Identity for MLS Expansion 

As MLS continues its expansion with rising valuations, clubs strive to establish distinct identities. San Diego FC stands poised to become synonymous with African culture and creativity—a trendsetter in blending sports and entertainment that will likely break records in attendance and fan engagement.  With Tems and Issa Rae on board, a move engineered by African investment firm PAVE, San Diego FC is not just building a soccer team; it’s crafting a brand that celebrates diversity, innovation, and authentic cultural connection. This is more than an ownership move—it’s a blueprint for how sports teams can define their business model through powerful partnerships. It is also, and finally, paving the way for more African women to look to sports ownership to build generational wealth and lasting cultural impact.