Burna Boy and On Announce Multi-Year Partnership Connecting Sport and Culture

Afrobeats icon Burna Boy joins Swiss sportswear brand On to spark new energy in sport culture; starting with tennis, in a bold launch campaign that introduces the artist as On’s Clubhouse President.

On welcomes global music superstar and Afrobeats pioneer Burna Boy as a brand partner in a multi-year collaboration fusing sport, culture, and creativity. This move advances the Swiss sportswear brand’s vision to redefine the intersection of performance and lifestyle through compelling partnerships.

Known for his genre-defying music, distinct personal style, and cultural impact, Burna Boy will collaborate with On to introduce products and experiences that champion self-expression and community. Tennis – a sport rich in heritage and fast-evolving – serves as the first canvas for this creative journey, building on Clubhouse Nights, On’s global event series which blends tennis, music and art, in New York, Miami, and Paris.

“For me, everything I do comes from the same place – music, sport, community, and culture. It’s all connected,” said Burna Boy. “On gets that. Our partnership is about shaking things up and creating new energy in the world of sports.”

“This partnership is built on a shared spirit. At On, we exist to ignite the human spirit through movement, and Burna Boy’s art achieves exactly that,” said Martin Hoffmann, CEO of On. “He doesn’t just make music; he moves communities. Welcoming an artist who so deeply identifies with our mission is a special moment for us, and we can’t wait to create things together that will inspire.”

To launch the partnership, Burna Boy takes on the symbolic title of Clubhouse President – an emblematic role within On’s growing tennis universe. The announcement is introduced through a visually striking short film, blending Burna Boy’s bold aesthetic with On’s Swiss roots.

Directed by Rollo Jackson, the film presents tennis in an entirely new light – reimagining the clubhouse as a vibrant, culture-forward space. Set design by Jabez Bartlett features Nigerian-inspired patterns and objects from Burna Boy’s creative world, offering a layered visual narrative that bridges tradition and reinvention.

This partnership follows Burna Boy’s headline performance at Clubhouse Nights Paris earlier this year and marks the beginning of a new creative collaboration. To learn more, visit On’s website.