Sport managers of high-end teams usually uncover every stone to find outstanding performers from small fields around the global village. But now, private sport investors who cultivate and market talent are emerging. Private sport academies nurture budding talent and train them with qualities that grow their visibility in the eyes of elite teams. In Ethiopia, sport investment has been a state initiative for long and most football clubs have been dependent upon government funds until recently. The trend is shifting especially after DStv started airing Ethiopian football games, thus opening more opportunities for sport investors working on the grassroot level. Abiy Wendifraw, witnessed the commercialization taking shape in football.