Dami Atere, founder of 53 Collective and mentor on the GAME platform, is a dynamic young entrepreneur who has turned his love for football into an annual tournament that brings the Lagos community together each December. As a full-time student pursuing a BSc in Management at the University of Nottingham, Dami has managed to grow Touchline—a football tournament now known for its competitive spirit, camaraderie, and community involvement—while balancing the demands of his studies and other responsibilities.

In this article, Dami shares the challenges and triumphs of building a business as a student, the skills he’s gained along the way, and his advice for young people with entrepreneurial ambitions.

 The Inspiration Behind Touchline

Dami’s motivation for founding Touchline was simple yet powerful: a love for football and a desire to connect people through the sport. Growing up in Lagos, Dami attended football tournaments that sparked his passion for the game and left a lasting impact. When he realised he had the platform and the means to bring his vision to life, he took the leap.

“My friends and I often debated who was the best footballer in Lagos, so I thought, why not put those claims to the test on the big stage of Touchline? It felt like the perfect way to unite people around a shared passion,” Dami recalls.

 Overcoming Challenges and Balancing School

Managing a large-scale event from a different country while balancing university demands has been one of Dami’s greatest challenges. From handling logistics and suppliers to navigating Nigeria’s unique event-planning landscape, Dami has faced obstacles that required both resilience and strategy.

“Organising a tournament from 4,000 miles away while studying was like taking on a full-time job,” Dami explains. To stay on top of his studies, he dedicated two hours daily to Touchline-related tasks, setting clear boundaries to avoid compromising his academic commitments.

This structured approach helped him manage his time effectively, making consistent progress on both academic and entrepreneurial fronts, whilst always prioritising his degree and his education.

 The Role of UK Boarding School in Building Entrepreneurial Skills

Having attended Greensprings School in Lagos before moving to the UK, Dami completed his education at Cranbrook and Stowe Schools. Studying in the UK exposed him to a diverse community that’s continued to support his ventures, even from afar. He credits the friendships he built at school with encouraging him to pursue his ideas with confidence.

“The Bruce Boys, Conrad, and Ben have always encouraged me and helped spread the word about my events in Lagos, even while based in London. That sense of camaraderie has been invaluable in building my confidence and drive as an entrepreneur,” Dami reflects.

This sense of community and support would become essential as Dami launched and expanded Touchline.

 The Power of Support Systems

Dami started Touchline during his first year at university, and the encouragement from friends and family has been key to its success. He credits close friends Osi, Abu, and Oj, as well as his parents, for their unwavering support in spreading the word and lending a hand wherever needed.

“Every post, video, and announcement is met with massive support. Both my parents have also offered invaluable advice on planning and organising the tournament,” he shares. This network has allowed him to keep his event running smoothly, even when faced with logistical challenges.

 Key Skills for Young Entrepreneurs

Dami credits his boarding school experience with developing skills that have been essential in managing Touchline. His roles as a School Prefect and member of various sports teams taught him leadership, teamwork, and time management—skills that are now instrumental in overseeing his event.

“The discipline of allocating specific time slots to different tasks—something I practised by balancing academics and sports—has been instrumental,” Dami says. These skills have enabled him to manage Touchline with precision, ensuring a memorable experience for all involved.

 The Evolution of Touchline

Since its inception, Touchline has grown rapidly, with participation rising from around 400 attendees in the first year to 650 in the second. As the event’s popularity increased, so did the demands of organising it, from finding adequate space to keeping spectators comfortable in the Lagos heat.

“While the first edition was self-funded, we secured sponsorships for the second edition, which was a big step forward,” Dami says. With the third edition approaching, he’s aiming to build on this momentum and continue growing Touchline’s reputation in Lagos and beyond.

 Advice for Aspiring Student Entrepreneurs

For young people who want to start their own brands or events, Dami has practical advice:

“Make sure you’re genuinely solving a problem or addressing a need, and ensure you have a unique selling point (USP) that sets you apart. Surround yourself with people who share your vision and goals, and stay closely involved in your brand’s management and direction.”

He stresses the importance of believing in your vision and maintaining a growth mindset, advising aspiring entrepreneurs to avoid complacency and keep pushing forward.

 Marketing and Building a Community

Dami’s approach to marketing relies on organic social media engagement, which has helped build a dedicated community around Touchline. By posting regularly on Touchline’s Instagram and his personal account, he’s been able to generate interest and participation without paid promotions.

“Last year, I reposted about the tournament daily for a month, which sparked curiosity among my followers. This naturally converted into both players and spectators,” he explains. This community-focused strategy has attracted participants and supporters who are genuinely invested in the event.

 The Rewards of Building Touchline and Future Goals

For Dami, the most rewarding part of organising Touchline is the joy and connection it brings to people.

“It’s incredible to see players reconnecting with peers they might not have seen in a long time and competing for the trophy. The community feel extends to spectators, vendors, and everyone who shows up to enjoy the day,” he says.

Looking ahead, Dami hopes to grow Touchline into the premier football tournament in Africa, with an eventual goal of expanding internationally. For now, he’s focused on making each edition memorable and engaging, keeping people excited to return each December.

Dami’s Key Takeaways

For young entrepreneurs looking to start their own ventures, Dami shares these key insights:

1. Identify a Unique Value: Ensure your brand or event serves a purpose or meets a need that distinguishes it from others.
2. Build a Strong Support Network: Surround yourself with people who genuinely believe in your vision and can contribute meaningfully to your project.
3. Stay Organised and Disciplined: Balancing multiple responsibilities requires structure; allocate specific time blocks for your work and stick to them.
4. Embrace Organic Growth: Genuine community engagement often has a longer-lasting impact than paid promotions. Focus on building an authentic following.
5. Bet on Yourself and Avoid Complacency: Stay actively involved in your brand’s growth and development, and push beyond your comfort zone to continue evolving.

For more updates on Touchline or to register your team, follow Dami on Instagram @damiatere and connect with Touchline through @53thecollective. Furthermore, if you would like mentorship or advice from Dami, you can reach out to him using our Mentor’s Index