Post Like Ugo

In 2018, I started Post Like Ugo as a way to stay connected to home.

I hadn’t been back to Nigeria in nearly a decade. No trips to the continent, no real touchpoint beyond what I could find online. Sports gave me that thread. Celebrating Nigerian athletes felt like a way to hold onto something that mattered to me from here in the United States. That’s where this started.

If I’m being honest, it was a glorified fan page. Someone made an accomplishment, I posted it. Copy, paste, celebrate, move on. But even in that simple act there was something real underneath it. I was paying attention to a world that most of the American sports media wasn’t covering at all, and I cared about it for reasons that went beyond just the highlights.

What I didn’t have then was the full picture. Most of what I covered was filtered through a Nigerian American lens, the athletes dominating here in the United States because that’s where I had the most visibility. I always knew there was more. The actual continent, the leagues being built, the federations organizing, the infrastructure going up. I just hadn’t found my way fully into that story yet.

Almost a decade later I keep coming back to this platform. Not out of habit. Out of conviction.

A recent trip to East Africa changed something in me. Kenya and Ethiopia reminded me what is actually being built on the continent right now and how much of it isn’t being told. Not with the depth it deserves. Not by people who are genuinely invested in seeing it grow.

That’s what I want Post Like Ugo to be.

Post Like Ugo is a platform for people who are genuinely invested in African sport. The professionals building it. The diaspora watching it. The people who already know something is happening on the continent and want to go deeper

I’ll bring my own perspective here. I’ve spent over a decade producing and building inside a global sports brand. I know what it looks like when a brand takes African talent seriously and when it doesn’t. I know the gap between how the continent gets covered and how it deserves to be covered. That perspective is what I bring.

But this isn’t just about me.

I want to create space for the people already doing the work on the ground to share what they know. Conversations, field notes, original reporting, real insight from inside the ecosystem. That’s what Post Like Ugo is becoming.

I’m nervous about starting over. I’m also more ready than I’ve ever been.

If you’re a fan, a professional, or someone from the diaspora trying to figure out how to connect to what’s being built across the continent, you’re in the right place.

Welcome to Post Like Ugo.