Nomadar Strikes Alliance With New Hera Interconnection to Open African Pipeline Into US and European Sports

Antonio J. Padrón, Marketing Manager from New Hera Interconnection, and Pablo Sánchez, Director of International Programs from Nomadar | Image by Nomadar & New Era

Nasdaq-listed Nomadar Corp. (NOMA) has signed a strategic alliance with New Hera Interconnection, the Nairobi-based organisation that builds sporting bridges between Africa and the rest of the world, adding a fourth continent to Nomadar's international development map. The agreement, signed on March 2, 2026, runs through June 30, 2027, and covers joint sports programmes across the United States, Europe and Africa.

New Hera Interconnection operates in eight African countries and holds relationships with more than 20 international academies and schools. Since launching, it has supported more than 40 African athletes in their international development and put more than 500 young players through its programmes, linking African talent to professional structures and pathways abroad, including routes into Europe and the United States.

Nomadar brings a different asset to the table, an ecosystem built on Cádiz CF's professional football methodology, its High Performance Training (HPT) programmes, and an established footprint in the US market, all run through an AI-driven development model. Until now that ecosystem connected the United States, Europe and Latin America. Africa is the addition.

The framework covers joint design and rollout of development programmes across the three regions, exchange of training methodologies and sports technology, coach education, youth participation and cultural exchange, with athletes given structured access to professional environments outside their home markets.

According to a release, Martí Arimany, CEO of New Hera Interconnection, framed the deal as an extension of the organisation's founding premise: "that sport is a bridge, not a destination. Working together with Nomadar makes it possible to bring high-performance methodology and technology closer to African talent and to open a real path connecting the continent with the major sports environments of Europe and the United States”.

Pablo Sánchez, Nomadar's Director of International Programs, positioned the partnership as a continuation of the company's existing strategy rather than a pivot, the agreement "is fully in line with the company's international expansion strategy, which already connects talent, methodology, technology, and professional sports environments across the United States, Europe, and Latin America."

Nomadar, also mentioned, Africa "represents the natural next step in that strategy, with the goal of building real development pathways and long-term bridges between regions, creating opportunities for players, coaches, and organizations across all three continents."

Academy Relationships

Nomadar and New Hera aren't the only ones hedging on structured, tech-enabled routes out of Africa this year, AfriSportPro has turned to video scouting platform Eyeball to widen its own global reach for Nigerian youth talent, part of the same shift away from one-off scouting toward a built infrastructure.

What Nomadar gets out of this is distribution it would otherwise have to build itself. New Hera's eight-country footprint and its existing academy relationships give Nomadar a ready-made scouting and development layer in a market it has no prior operating history in, without the years of relationship-building that normally precede a listed sports company entering African athlete development. For New Hera, the payoff is access to a structured, technology-backed pathway into Cádiz CF's methodology and Nomadar's US activity, the kind of institutional plumbing that individual academies struggle to negotiate on their own.

The near-term work is unglamorous but telling, the two organisations are still setting the initial programme calendar, participant profiles and operating locations, with the first phase focused on structuring athlete development, training exchanges and coach education between New Hera's African network and Nomadar's operations in Spain, the US and other markets. That a Nasdaq-listed company is treating African academy relationships as worth formalising through a multi-year agreement, rather than one-off scouting trips.