Africell Sierra Leone and NBA Africa Announce Landmark Partnership to Develop Youth Basketball Nationwide.

 Africell Sierra Leone is proud to announce the official launch of its partnership with NBA Africa an expansion of the broader Africell Group collaboration with the National Basketball Association (NBA). This milestone extends NBA Africa’s development initiatives to Sierra Leone for the first time, positioning the country as an emerging hub for youth basketball talent in the region.

The partnership builds on the success of the Africell/NBA Africa collaboration launched in Angola in 2022, which has already provided thousands of young players with world-class training opportunities, competitive platforms, and upgraded basketball facilities. With today’s launch, Sierra Leone joins Angola, the Democratic Republic of the Congo (DRC) and The Gambia as beneficiaries of this expanded programme.

Photo: Africell CEO, president and founder Ziad Dalloul (left) and NBA Deputy Commissioner and Chief Operating Officer Mark Tatum sign the expanded agreement at the NBA’s global headquarters in New York City on 23 September 2025

Speaking at the signing event at the NBA’s global headquarters in New York on 23 September 2025, Africell CEO, president and founder Ziad Dalloul and NBA Deputy Commissioner and COO Mark Tatum affirmed their shared commitment to using sport as a catalyst for youth development, community engagement and social impact.

Transforming Youth Basketball in Sierra Leone

The introduction of NBA Africa programming in Sierra Leone will unlock significant opportunities for young athletes nationwide. Key components of the initiative include:

              •            Training programmes and clinics conducted by qualified coaches to develop young players.

              •            Exposure for local players through participation in Africell-supported competitions, including a 3-on-3 tournament scheduled for early 2026, with video highlights to be shared directly with NBA Africa talent teams.

              •            Establishment of training academies aimed at nurturing promising athletes and providing long-term development pathways.

              •            Court refurbishment projects, where possible, to expand access to quality playing facilities across the country.

              •            Support for existing local basketball structures, helping to elevate the sport’s visibility and accessibility.

This initiative is expected to strengthen Sierra Leone’s presence within Africa’s growing basketball ecosystem and offer young people new opportunities in sport, education and personal development.

A Partnership Rooted in Social Impact

Sports and healthcare are core pillars of the Africell Impact Foundation, and the partnership with NBA Africa will advance these priorities by promoting healthy lifestyles, teamwork, discipline and community participation.

“It is difficult to overstate the magnetic pull that the NBA brand enjoys in Africa,” said Ziad Dalloul, CEO, president and founder of Africell Group. “Not only does the NBA stand for excellence, aspiration and hard work, it also embodies values that resonate strongly with young Africans. We are excited to extend this collaboration to Sierra Leone and look forward to seeing the impact it will have on our youth and communities.”

Clare Akamanzi, CEO of NBA Africa, commented:

“Our collaboration with Africell in Angola has shown us how basketball can inspire, empower and transform lives. Expanding into Sierra Leone—where Africell has deep community roots and where passion for sports runs high—will allow us to make a meaningful and lasting contribution to youth development.”

Image: A team of young players during the opening of an Africell x NBA Africa-branded basketball court in Luanda, Angola, in April 2024

About Africell

Africell provides fast, reliable and affordable mobile network coverage and technology services to almost 20 million subscribers across sub-Saharan Africa. The company operates in Sierra Leone, Angola, the Democratic Republic of the Congo and The Gambia, and employs more than ten thousand people directly and indirectly.

Through the Africell Impact Foundation, the organization supports initiatives that promote sports, health and wellbeing, education, entrepreneurship, arts, culture and heritage, helping to narrow Africa’s opportunity gap and expand access to digital and physical resources.

For more information, visit Africell.com or follow us on LinkedIn.

About NBA Africa

NBA Africa is the African affiliate of the National Basketball Association (NBA), responsible for growing the league’s presence and impact across the continent. Its activities include youth and elite development programmes, social responsibility initiatives, media distribution, corporate partnerships and the management of the Basketball Africa League (BAL).

NBA Africa operates offices in Cairo, Dakar, Johannesburg, Lagos and Nairobi. NBA games and programming are available across all 54 African countries.

Follow @NBAAfrica on Facebook and YouTube, @nbaafricaofficial on Instagram, @NBA_Africa on X, and @theBAL on Facebook, Instagram, X and YouTube.