NBA Africa and Senyorita launch Africa’s first university basketball tournament, featuring Egypt’s biggest Jr NBA and Jr WNBA competitions, uniting 40 universities, almost 150 youth teams, and structured development pathways across Egypt’s growing basketball ecosystem.
Last Updated on
January 16, 2026
NBA Africa and Senyorita For Food Industries have unveiled a historic partnership to inaugurate Africa’s first university-based, continent-wide basketball tournament. Utilising its Lion chip brand, Senyorita collaborates with NBA Africa to promote premier university and youth basketball initiatives across the continent.
The initiative introduces the largest Jr. NBA and Jr. WNBA tournaments ever held in Egypt. Senyorita Chief Operating Officer Sherif El Nokaly publicly reveals the partnership alongside NBA Egypt head Mohamed Motaleb-Abdel Soliman.
Both executives formalise the agreement during a signing ceremony in Cairo, emphasising shared developmental objectives. The partnership aligns commercial investments with structured basketball development pathways within Egypt’s expanding youth ecosystem.
The NBA REC University Tournament will feature a 3X3 competition among men’s and women’s teams representing forty universities nationwide. Participating institutions span five cities, including Alexandria, Assyiut, Cairo, Giza, and Mansoura, under the management of Events Plus.
“Our collaboration with the NBA aligns perfectly with our mission to bring people together,” said Nokaly. “Whether it’s families, fans, or young athletes, we’re proud to support and inspire athletic communities through both great snacks and great moments.”
The league is scheduled to commence this coming April, with the playoffs and finals to be held in Cairo. Lion has become an Official Partner of Egypt’s expanding Jr. NBA and Jr. WNBA tournaments, joining Allianz and Maven Developments. The youth competition has grown to include nearly 150 boys’ and girls’ teams for players aged 14 and under.
“Our collaboration with Senyorita is a significant milestone in our ongoing efforts to create more opportunities for Egyptian youth to learn and play basketball,” said Soliman. “The NBA REC University Tournament and Jr. NBA/Jr. WNBA tournament will provide structured environments for aspiring players across the country to progress in their development while learning important values like teamwork, leadership and respect.”
[Photography Courtesy of NBA Africa]
