Africell and NBA Africa Expand Youth Basketball Partnership Across Four Countries
Basketball’s global reach is set to deepen in Africa as Africell and NBA Africa announced the expansion of their multi‑year collaboration beyond Angola to include the Democratic Republic of Congo (DRC), The Gambia, and Sierra Leone. The move marks a major step in bringing structured basketball programs to young people across all four of Africell’s operating markets.
From Angola to the Continent
Launched in 2022, the Africell–NBA Africa partnership has already transformed the basketball landscape in Angola, a country with a rich sporting tradition and a deep love for the game. Thousands of young Angolans have participated in Jr. NBA tournaments, clinics, and court refurbishments, gaining access to opportunities that combine athletic training with life skills.
Building on this momentum, the expanded collaboration will introduce a Jr. NBA league in Angola next month, followed in 2026 by clinics and 3‑on‑3 tournaments in the DRC, The Gambia, and Sierra Leone. Each of these countries has a young, dynamic population eager for access to organized sports — and basketball is emerging as a natural outlet for that energy.
More Than a Game
For Africell, the initiative is part of a broader social impact strategy. Through the Africell Impact Foundation, the company invests in sports, health, education, and culture as a way to narrow Africa’s opportunity gap. Basketball, with its global appeal and values of teamwork, discipline, and aspiration, fits neatly into that mission.
“It is difficult to overstate the magnetic pull that the NBA brand enjoys in Africa,” said Ziad Dalloul, Africell’s CEO, president, and founder. “Not only does the NBA name have associations with legendary teams and star athletes, but it also stands for aspiration, hard work, and excellence. We are thrilled to expand this collaboration to the DRC, The Gambia, and Sierra Leone, and to share that stardust with our young customers.”
NBA Africa CEO Clare Akamanzi echoed the sentiment:
“Our collaboration with Africell in Angola has shown us firsthand how basketball can inspire, empower, and transform the lives of youth. Building on that success, we are excited to expand into new markets where Africell is deeply rooted and where basketball already has strong cultural resonance.”
Youth, Opportunity, and Social Impact
The expansion comes at a time when Africa’s youth population is booming. More than 60% of Africans are under the age of 25, and access to structured sports programs is increasingly seen as a way to channel energy, build community, and foster leadership.
In Angola, the program has already produced stories of young players gaining confidence, discipline, and even scholarship opportunities. Extending these benefits to the DRC, The Gambia, and Sierra Leone could create a ripple effect — not only nurturing future athletes but also strengthening communities through shared passion.
A Win for Business and Culture
While the collaboration is framed as a social impact initiative, it also aligns with Africell’s commercial strategy. By associating with the NBA brand, Africell deepens its connection with young audiences, builds loyalty, and positions itself as more than just a telecom provider.
For the NBA, the partnership reinforces its long‑term commitment to Africa, where it has already launched the Basketball Africa League (BAL) and opened offices in Cairo, Dakar, Johannesburg, Lagos, and Nairobi. The league’s efforts to grow grassroots basketball and elite competition are part of a broader vision to make Africa a central hub for the sport.
Looking Ahead
The first Jr. NBA league under the expanded partnership will tip off in Angola later this year, with clinics and tournaments scheduled across all four countries in 2026. If the Angola experience is any guide, the initiative could ignite a new wave of basketball enthusiasm across Central and West Africa.
For Africell and NBA Africa, the message is clear: basketball is more than a game. It is a tool for empowerment, a bridge between cultures, and a platform for Africa’s next generation to dream bigger.
