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 Feira de Turismo de Lisboa, marking a milestone in the collaboration between TMG and the Municipality of Portimão.
Natasha Manley, CEO of TMG, expressed her excitement about the continued partnership, emphasising 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 travelling 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 recognised 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, who presented the agreement for signature, 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.”
Launched in 2019 to critical acclaim, Afro Nation is the global movement celebrating African music and culture. The pioneering festival is the largest of its kind in the world and a fast-growing cultural influence. Leading live entertainment brands also produced by TMG include Piano People, Afrotronic and LIT Everywhere, and together they have sold over 1 million tickets, created 16,000 jobs worldwide and generated over US$1 billion in economic impact. With today’s renewed long-term partnership with Portimão, TMG plans to continue this track record by investing in successful new projects that bring value to the region.
The first event under the new license this summer will be Afro Nation Portugal, as the festival marks its fifth anniversary on 9–11 July. This year’s headliners include the most influential Afrobeats artists of today, Burna Boy, Tems and Davido, alongside R&B icon Mary J. Blige, plus the leading bands in Amapiano, Uncle Waffles, Scorpion Kings and DBN Gogo, and much more. The event is set to unite the international diaspora community once again on the golden sands of Praia da Rocha for an unforgettable celebration of music, fashion, food, and dance.
