The brand collaboration between Africell, Africa’s only U.S.-owned mobile network operator, and NBA Africa in Angola has taken a leap forward with the widening of its scope to include all four of Africell’s African operating markets with the addition of the Democratic Republic of the Congo (DRC), The Gambia and Sierra Leone.
Launched in 2022, the collaboration between Africell and NBA Africa in Angola has already seen thousands of young Angolans given opportunities to learn and play the game. Basketball has a rich history and broad popular appeal in the country of over 30 million people, and Africell and NBA Africa have nurtured a new generation’s passion for the sport through a wide-ranging programme, including Jr. NBA tournaments, clinics and a court refurbishment.
Building upon the momentum established through the collaborative efforts in Angola to date, Africell and NBA Africa will roll out the initiative to the DRC, The Gambia and Sierra Leone. While distinct in many ways, each of these countries has a young and highly active population craving opportunities to participate in high-quality organised sports. The expanded collaboration will introduce a Jr. NBA league in Angola, which will tip off next month, and will be followed by clinics and 3-on-3 tournaments in Angola, the DRC, The Gambia and Sierra Leone in 2026.
Sports and healthcare are key impact areas of the Africell Impact Foundation, and the collaboration between Africell and NBA Africa across Africell’s four operating markets aims to deliver meaningful social impact while also supporting Africell’s commercial strategy by growing its customer base and engaging new audiences.
“It is difficult to overstate the magnetic pull that the NBA brand enjoys in Africa,” says Ziad Dalloul, CEO, president and founder of Africell Group. “Not only does the NBA name have associations with legendary teams and star athletes, but it also stands in the minds of many for the values of aspiration, hard work and excellence. Africell is thrilled to be expanding its collaboration with NBA Africa to DRC, The Gambia and Sierra Leone for the first time, and we look forward to sharing the stardust with our many young customers.”
Clare Akamanzi, CEO of NBA Africa, says: “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 the DRC, The Gambia, and Sierra Leone – countries where Africell is already deeply rooted, where there is strong affinity for basketball, and where together we can make a meaningful and lasting social impact.”
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Shadowfax
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