African Talent for the World
African football is alive with talent. It has given the world icons and stars. It is producing a wealth of undiscovered, budding amateur, club and professional players. Progressive, forward-thinking coaches, clubs, management and owners know this. African football is maturing, international interest is rising, the talent is here, Prime Sports Management is at the heart of it.

Prime Sports Management has South African and African roots with global connections. It is a financial, talent and management agency directly involved from grassroots football and community development to South African, African and international professional football recruitment, talent scouting, events, transfers, placements and finances.


As a former Project Playground prodigy the young man is hardly a new addition to the family. A superb individual and rapidly developing young footballer… 16-years-old and on tour with Ajax Cape Town U19 in Europe, we are proud of you!

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Project Playground

Our Team
Prime Sports Management (PSM) is owned and passionately driven by Waheed Adam, Gregory Brophy, John Lloyd and Ray Pienaar of South Africa as well as Mikael Engdahl of Sweden. The team has more than thirty years of deep and wide experience in football, international business, marketing, sponsorship, advertising, endorsement, and brand and talent management.

PSM is a division of the well established, 29 year old, Prime Group of Companies, based in Cape Town, South Africa. The group includes property holding, restoration and redecoration, financial and pension fund advisory services, mobile telephony, messaging, online and technology companies.

PSM operates independently, but is significantly complemented by the skills, resources and capabilities of the Prime Group business team. Umberto Gandini, CEO of AS Roma, adds further expertise as a consultant to PSM.

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Our Partners
Football-Asset-ManagementVoquesbrandstormcarl fhager

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