HustleSasa's Reflections From NBA Africa's Triple-Double Accelerator, And The Road Ahead

Forbes

a day ago

HustleSasa Is A Pan African Commerce & Ticketing Platform for Sports & Entertainment
In September, HustleSasa achieved a significant milestone by placing third in NBA Africa's inaugural Triple-Double Accelerator Program. This accomplishment was just one of many highlights for the company this year. Since then, HustleSasa has continued its upward trajectory, closing 2024 with over $4.5 million in transactions, more than 400,000 tickets issued, and over 1,800 live events powered. The platform has reached more than 150,000 unique buyers across the continent, accumulated 10 million+ page views, and provided over $200,000 in cash advances to event organisers. Clearly, HustleSasa is demonstrating the scale and demand for tech-enabled solutions within Africa's live entertainment economy.
At its core, HustleSasa is driven by a team that merges expertise in infrastructure with a deep understanding of culture. Co-founder and CTO Michael Denuh is a seasoned full-stack developer with more than a decade of experience, having worked with companies like Echohouse, Jetstream, and Circa Tech. Co-founder and CEO Peng Chen is an entrepreneur educated at Wharton, with experience leading initiatives at Rocket Internet, Innosight, and the renowned creative space The Alchemist. The founding team also includes Sauti Sol, Grammy-winning musicians and entrepreneurs who bring valuable industry insight through their ventures such as Sauti Sol Entertainment and Sol Generation Records.
In an interview with Forbes.com, co-founders Michael Denuh and Peng Chen shared their insights from the Triple-Double Accelerator, their vision for HustleSasa's future growth, and how the program has helped them strengthen connections within Africa's creative and sports ecosystems.
Together, they are building more than just a ticketing platform; they are creating a Pan-African engine for live entertainment that connects fans, empowers creators, and fuels the continent's creative economy from the ground up.
'For us, it has always been our goal to be Pan-African,' says co-founder Peng Chen. 'Culture and sports are two of the most powerful ways to expand into new markets; they are really two sides of the same coin. The NBA has done remarkable work across the continent, and participating in the Accelerator allowed us to connect with that ecosystem.'
KIGALI, Rwanda - MAY 25: Obadiah Noel #1 of Armee Patriotique shoots a three point basket during ... More the game against the Nairobi City Thunder during the Nile Conference group play on May 25, 2025 at BK Arena in Kigali, Rwanda. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and/or using this photograph, user is consenting to the terms and conditions of the Getty Images License Agreement. Mandatory Copyright Notice: Copyright 2025 NBAE (Photo by Theo Kine/NBAE via Getty Images)
This vision is now central to HustleSasa's growth. With strong ties to the Basketball Africa League (BAL), the platform collaborates closely with DJs, event curators, and creatives associated with the league, including official partners. 'We're working with BAL-affiliated talent, DJs, event curators, and more. These relationships enhance and elevate each other.'
This ecosystem-first approach is exactly what the Accelerator promotes: not just building companies but also fostering structural growth across Africa's creative and sporting industries. HustleSasa is making significant strides, integrating itself into the cultural landscape while scaling for a continental impact.
The Triple-Double Accelerator provided more than just funding; it offered the opportunity to connect with some of the continent's most innovative thinkers. Co-founder Peng reflects, 'One of the most valuable takeaways was seeing what others are building across Africa. From digital platforms to AI and physical products, we realised that we're part of a much larger ecosystem, and no one is building this alone.'
From left: NBA Deputy Commissioner and Chief Operating Officer Mark Tatum, Maged Farrag (UBR VR), ... More Peng Chen (HustleSasa), Yewande Akinse (Salubata), Folayemi Agusto (Festival Coins) and NBA Africa CEO Clare Akamanzi at the first 'NBA Africa Triple-Double Accelerator' Demo Day at NBA headquarters in New York.
Among the fellow innovators were Festival Coins from Nigeria, creators of Tix Africa, a no-code event platform operating in Nigeria and Ghana; Salubata, a Nigerian startup that transforms plastic waste into modular shoes; and UBR VR, pioneers of immersive virtual reality experiences in Egypt.
Also included was HustleSasa from Kenya, which provides a comprehensive suite of live event services, ranging from ticketing to influencer tracking. This aligns with the same challenges that Peng and Michael aimed to address. What united this cohort was a shared focus on infrastructure, data, and scalability.
'There were so many analytics-driven companies,' Peng adds. 'This highlighted that Africans are now building with data at the forefront, and that's changing how we all think about scale.'
HustleSasa helps facilitate the ticketing for Strictly Soul, which hosts the biggest R&B party ... More across Africa
While ticketing remains their primary focus, the co-founders are pursuing a broader vision of creating a vertically integrated platform that encompasses ticketing, financing, logistics, and ownership. "What really changed our mindset was realising the importance of being fully vertical," Peng explains. "While people come to us for ticketing, they soon need assistance with financing, promoters, logistics, and that's just the beginning."
This strategy came to fruition with one of their most significant post-accelerator milestones, the East Side Tour, a regional concert series featuring artists from Mavin Records, the Nigerian powerhouse recently acquired by Universal Music Group in a deal valued in the tens of millions of dollars. "We were able to take some artists from Mavin Records across three countries in one weekend," Denuh shares. 'There was a show on Friday night in Nairobi, Saturday night in Kampala, and Sunday night in Dar es Salaam. We organised the entire trip, from start to finish, with our partners.'
More than just a tour, the East Side Tour served as a blueprint for regional touring in Africa, a replicable, scalable model that can be adapted for other regions and genres. It demonstrated what is possible when creators have access to a reliable Pan-African operations partner.
Now, the company is expanding further into sports asset ownership. With the launch of ANZA MMA, they will host Kenya's first licensed amateur MMA event this June. Sanctioned by the Kenya Oriental Combat Sports Federation, ANZA MMA will be the first licensed platform for both amateur and professional MMA in the country.
"We don't just want to own ticketing," Peng says. "We want to own our own sports assets as well."
DIAMNIADIO, SENEGAL - APRIL 24: A view of the BAL Logo during the game between ASC Ville de Dakar ... More and U.S. Monastir during the Sahara Conference Group on April 24, 2025 at Dakar Arena in Diamniadia, Senegal. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and/or using this photograph, user is consenting to the terms and conditions of the Getty Images License Agreement. Mandatory Copyright Notice: Copyright 2025 NBAE (Photo by Armand Lenoir/NBAE via Getty Images)
NBA Africa's involvement has not diminished since the launch of the accelerator; in fact, it has intensified. Recently, HustleSasa was invited to present at the BAL Innovation Summit, the league's premier event that brings together leaders in sports, policy, investment, and culture.
'There has been ongoing feedback and communication,' the team explains. 'We met with the NBA offices in Kenya, and later we were invited to present at the BAL Innovation Summit. This demonstrates their commitment to showcasing the talent and potential within Africa's startup sector.'
This invitation signals alignment with a larger vision: to build long-term, interconnected ecosystems across the continent. Through these continuous engagements, the team is gaining strategic visibility and connecting with a network of supporters who recognise the powerful intersection of sports, entertainment, entrepreneurship, and policy.
HustleSasa is preparing for its next major leap: the launch of a Pan-African marketplace app that will allow consumers across the continent to purchase tickets seamlessly, regardless of geography or currency. At the same time, the team is expanding operations into South Africa, one of Africa's most influential creative and cultural hubs.
'When you work with top-tier event creators in one market, the next step is helping them grow across borders and to do that, we can't just be a ticketing platform. We need to be their strategic partner, offering finance, ops, and scale," says Peng. "So we're super excited to help tie in that web, if you will, and help kind of lead that around the continent.'
This vision reflects a broader trend in how African startups are evolving. HustleSasa's transformation from a Nairobi-based ticketing tool to a continental infrastructure platform signifies a deeper mission: to build systems, not just services. With every event they support, Peng and Michael are not only facilitating experiences but also laying the groundwork for a more connected, investable, and creator-led future.