Africell Sierra Leone has officially launched a significant partnership with NBA Africa, marking an expansion of the broader collaboration between the Africell Group and the National Basketball Association (NBA). This collaboration represents a pivotal moment for Sierra Leone, as it brings NBA Africa’s development initiatives to the country for the first time, positioning it as a burgeoning hub for youth basketball talent in the region.
This partnership builds upon the success of the Africell/NBA Africa collaboration initiated in Angola in 2022, which has already provided thousands of young athletes with access to world-class training, competitive opportunities, and upgraded basketball facilities. With this new launch, Sierra Leone joins Angola, the Democratic Republic of the Congo (DRC), and The Gambia as beneficiaries of this expanded program.
A notable signing event took place at the NBA’s global headquarters in New York City on September 23, 2025, where Africell CEO, President, and Founder Ziad Dalloul and NBA Deputy Commissioner and Chief Operating Officer Mark Tatum reaffirmed their commitment to leveraging sports as a catalyst for youth development, community engagement, and social impact.
The introduction of NBA Africa programming in Sierra Leone will create substantial opportunities for young athletes throughout the nation. Key components of the initiative include:
- Training Programs and Clinics: Conducted by qualified coaches to develop the skills of young players.
- Local Player Exposure: Participation in Africell-supported competitions, including a 3-on-3 tournament set for early 2026, with video highlights shared directly with NBA Africa talent teams.
- Training Academies: Establishment of facilities aimed at nurturing promising athletes and providing long-term development pathways.
- Court Refurbishment Projects: Efforts to enhance access to quality playing facilities across the country.
- Support for Local Basketball Structures: Elevating the sport’s visibility and accessibility within communities.
This initiative is anticipated to strengthen Sierra Leone’s presence within Africa’s growing basketball ecosystem, offering youth new avenues in sports, education, and personal development.
The Africell Impact Foundation prioritizes sports and healthcare, and this partnership with NBA Africa aims to advance these objectives by promoting healthy lifestyles, teamwork, discipline, and community involvement.
“It is difficult to overstate the magnetic appeal that the NBA brand holds in Africa,” stated Ziad Dalloul, CEO, President, and Founder of Africell Group. “The NBA embodies excellence, aspiration, and hard work—values that resonate deeply with young Africans. We are thrilled to extend this collaboration to Sierra Leone and are eager to witness the positive impact it will have on our youth and communities.”
Clare Akamanzi, CEO of NBA Africa, remarked, “Our collaboration with Africell in Angola has demonstrated how basketball can inspire, empower, and transform lives. Expanding into Sierra Leone—where Africell has strong community ties and a vibrant sports culture—will enable us to make a meaningful and lasting contribution to youth development.”
Africell delivers fast, reliable, and affordable mobile network coverage and technology services to nearly 20 million subscribers across sub-Saharan Africa. The company operates in Sierra Leone, Angola, the Democratic Republic of the Congo, and The Gambia, employing over 10,000 individuals directly and indirectly. Through the Africell Impact Foundation, the organization supports initiatives that promote sports, health and wellbeing, education, entrepreneurship, arts, culture, and heritage, aiming to reduce Africa’s opportunity gap and enhance access to digital and physical resources.
NBA Africa is the African affiliate of the National Basketball Association (NBA), dedicated to expanding the league’s presence and impact across the continent. Its initiatives encompass youth and elite development programs, social responsibility projects, media distribution, corporate partnerships, and management of the Basketball Africa League (BAL). NBA Africa maintains offices in Cairo, Dakar, Johannesburg, Lagos, and Nairobi, with NBA games and programming accessible in all 54 African countries.
