Africell Strengthens Multi-Year Partnership with NBA Africa to Boost Basketball Growth Across the Continent

Africell Strengthens Multi-Year Partnership with NBA Africa to Boost Basketball Growth Across the Continent

The association between Africell, one of Africa's leading mobile network operators, and NBA Africa has been expanded to more major markets across Africa.

The deal, which was initially established in 2022, now covers Sierra Leone, the Democratic Republic of the Congo (DRC), the Gambia, and Angola.

The extension of this partnership will help spearhead significant advancements in grassroots basketball development across Africa.

In recent years, Africell and NBA Africa have worked closely in Angola, which boasts a population of 30 million people, to engage thousands of budding hoopers through initiatives such as Jr. NBA tournaments, community clinics, and renovated courts.

Angola is one of several basketball countries in Africa, with a rich, long-standing history dating back to 1930. The Angola men's national team played their first official game in 1976, losing 62–71 to Nigeria. Earlier this year, the Southern African nation celebrated 95 years of basketball history, on May 18th, the country's National Day of Basketball.

Recently, the Angola men's national team won a historic 12th AfroBasket title in front of a sell-out crowd of 12,750 at the Pavilhao Multiusos de Luanda. All of Angola's games during their campaign attracted more than 12,000 spectators.

Africell and NBA Africa have channelled this enthusiasm into establishing a grassroots programme that combines education, mentorship, and competitive play. The upcoming expansion into the DRC, The Gambia, and Sierra Leone aims to replicate this model, offering organised opportunities for young athletes to develop their skills and advance to higher levels.

Africell has established a strong presence in Sierra Leone, notably sponsoring the U16 national boys’ team as the front-of-jersey sponsor during FIBA U16 AfroBasket 2025. This partnership highlights Africell’s expanding role in grassroots basketball and its dedication to developing emerging African talent.

The upcoming phase of the partnership involves launching a Jr. NBA league in Angola, starting next month. Afterwards, clinics and 3-on-3 tournaments will take place across all four Africell markets in 2026. While each country offers its own cultural vibrancy to the sport, they all share a common aim: to give young people access to quality sports development and transformative opportunities.

Through its ongoing partnership with NBA Africa, the Foundation reportedly seeks to foster meaningful social change while supporting Africell’s commercial goals. Extending its basketball programmes enables Africell to enhance brand loyalty, expand its customer base, and engage with new audiences through sport.

This renewed partnership highlights Africell’s commitment to Africa’s youth and emphasises basketball’s function as a link between talent, opportunity, and community development.

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[Photography Courtesy of NBA Africa/FIBA/APO Group]