A major step forward for youth sports development in Sierra Leone was celebrated at the basketball court of Siaka Stevens Stadium, as NBA Africa and Africell officially launched their first-ever collaboration in the country.
The event brought together sports officials, young athletes, and school children, all united by a shared vision: using basketball as a tool to empower and inspire the next generation.
Representatives from NBA Africa Partnership
Management Madam Baleseng Dlamini emphasized the importance of the partnership, highlighting Africell’s commitment to youth engagement and community development. “We are proud to collaborate with Africell, a brand that shares our belief in the power of sports to connect and inspire,” a representative said during the ceremony.
The Marketing Manager of Africell Kamanda Koroma underscored the company’s long-standing dedication to youth and sports. He noted that investing in young people is central to Africell’s mission, adding that basketball, one of the fastest-growing sports globally, offers both physical and mental development opportunities.
“This effort is deliberate and sustained,” Koroma said. “It’s about empowering the youth of Sierra Leone through sport and building discipline from an early stage.”
The initiative builds on Africell’s ongoing collaboration with the Sierra Leone Basketball Federation, which has already seen multiple grassroots programs implemented across the country.
President of Sierra Leone Basketball Federation , Ali Hijazi, described the launch as a “big day for basketball in Sierra Leone,” praising Africell’s continued investment in youth development. He also expressed gratitude to NBA Africa for bringing international expertise to local players and coaches.
“Today’s juniors are the future of basketball,” Hijazi said. “This kind of support helps us grow the sport at the grassroots level and gives young players opportunities they never had before.”
The event also featured a youth basketball clinic led by an NBA Africa coach, offering hands-on training and mentorship to aspiring players. Organizers say this is just the beginning, with more clinics, partnerships, and development programs planned in the coming months.
As excitement filled the stadium, the message was clear: through collaboration and sustained investment, basketball in Sierra Leone is poised for significant growth opening new pathways for young athletes both on and off the court.
