East End Lions Football Club has officially unveiled its new jersey ahead of the much-anticipated FA Cup final against Mighty Blackpool in Bo City, Southern Province, with strong backing from key sponsors, including Africell and Afrimoney.
The unveiling ceremony, held on Wednesday, June 17, 2026, at the headquarters of Africell Sierra Leone in Freetown, brought together club executives, sponsors, players, supporters, and football enthusiasts in
Delivering the welcome address, Abdul Karim Sesay, Media Manager of Africell Sierra Leone, said that Africell Mobile Company shares a strong connection with East End Lions because both institutions are deeply rooted in grassroots engagement and community empowerment.
“Africell and East End Lions share common values of inclusiveness, passion, and service to the people. We are proud to be associated with this great football club,” he said. He encouraged the players to make their supporters proud in the FA Cup final and assured the club of Africell’s continued support. a show of unity and optimism ahead of the decisive encounter.
Speaking during the ceremony, Chairman of East End Lions Football Club and Chief Executive Officer of AYV Media Empire, Anthony Navo Jr., commended Africell and Afrimoney for their unwavering support to both the club and national development initiatives.
“Africell has consistently stood by East End Lions Football Club. Their support has been tremendous, and we appreciate their commitment to football development in Sierra Leone,” he said.
He urged the players to remain focused and determined as they prepare for the FA Cup final, noting that victory would bring joy and pride to the club’s loyal supporters across the country.
Secretary General of East End Lions, Alpha Jalloh Esq., described the jersey unveiling as a historic moment for the club.
“East End Lions is a family club. Today, we are sending a clear message that we are back and we are aiming for the top once again,” he declared.
According to him, the newly unveiled jersey draws inspiration from the people of the eastern part of Freetown, reflecting the club’s deep roots within the community. He reaffirmed the club’s ambition to reclaim the FA Cup title and raise the standards of football administration and professionalism in Sierra Leone.
“We are setting the bar high. It may be challenging for others, but our objective is to improve the standards of club football in this country,” he stated.
Mr. Jalloh also expressed gratitude to Afrimoney, Gento Group, UBA, and other partners for their continued support, including assistance received during the club’s recent participation in international engagements in Tunisia.
In a solemn moment, club officials, supporters, and guests observed a minute of silence in honour of deceased East End Lions supporters who contributed immensely to the growth and success of the club over the years.
Representing the supporters, Sheku Jalloh emphasized that the winning tradition of East End Lions remains intact.
“One thing that has always defined East End Lions is the desire to win trophies. Let us go to Bo, secure victory, and return with the cup,” he said, while thanking supporters for their loyalty and patience.
Speaking on behalf of Afrimoney, one of the club’s principal sponsors, Mr. Matison reaffirmed the company’s commitment to supporting East End Lions and highlighted plans to strengthen the club’s digital transformation agenda.
He disclosed that East End Lions had become the first football club in Sierra Leone to embrace online ticket purchasing through Afrimoney’s platform.
“We are working towards introducing an Afrimoney Tap-to-Pay card for East End Lions supporters. This initiative will help create a digital footprint for the club and allow us to identify and reward loyal supporters,” he explained.
According to him, the digital initiative will modernize fan engagement, improve financial accountability, and position the club among the most innovative football institutions in the country.
The club’s Treasurer, who also serves as Managing Director of UBA Sierra Leone, described the occasion as a defining moment in the club’s history.
“East End Lions is part of who I am. I grew up with this club, and seeing it embrace digital transformation is a significant milestone,” he said.
He noted that football has evolved into a major business enterprise globally and stressed that digital systems would improve transparency, accountability, and financial management within the club.
Vice Chairman of East End Lions Football Club, Chief Sheikh Alhaji Mohamed Gento Kamara, thanked Africell for its longstanding support and reiterated the club’s commitment to unity, tolerance, and community development.
“East End Lions is more than a football club; it is a family. Throughout its history, the club has promoted religious tolerance, unity, and social cohesion,” he stated.
Chief Gento encouraged the players to give their best in the FA Cup final while reminding supporters that football involves both victories and defeats.
“Of course, we want to win the FA Cup, but regardless of the outcome, East End Lions will remain strong. However, we believe this is our moment, and we are determined to bring the trophy home,” he said.
He further appealed to the players to dedicate victory to the club’s elderly supporters who have devoted decades to supporting East End Lions but can no longer attend matches regularly.
The Vice Chairman also revealed plans to explore microcredit opportunities for supporters as part of the club’s broader social responsibility programme aimed at empowering loyal fans and giving back to the community.
The unveiling ceremony ended with renewed optimism among supporters and club officials, who expressed confidence that East End Lions would rise to the occasion and secure FA Cup glory in Bo.
