How the NBA Africa Game is already attracting elite sponsors

Earlier this year, the NBA announced its first ever ‘Africa’ game which will see an NBA selection of Team Africa take on Team World. Noting the popularity of basketball, particularly the NBA on the continent, the NBA is seeking to connect more with the African audience and also contribute to developing sporting talent in Africa with several training programs.

The decision to stage an NBA Africa game has been commercially validated as a number of elite corporate partners have been announced. They include Econet Global Limited, Ford, Nike and South African Airways. In regard to sponsorship category designation, Econet will serve as the Official Mobile and Telecommunications Partner of NBA Africa Game 2015 while Ford Motor Company of Southern Africa will serve as the Official Automotive Partner of NBA Africa Game 2015. NIKE Inc. is the Official Marketing Partner of NBA Africa Game 2015 and South African Airways is the Official Airline Partner of NBA Africa Game 2015.

As part of their commitments both Nike and South African Airways will also serve as partners of Basketball without Borders Africa 2015 while Econet will be introducing a NBA Africa Game marketing campaign across the continent.

The NBA Africa game is the next step for the NBA’s involvement in Africa as the continent has enjoyed several benefits from the NBA over the years. NBA’s Basketball without Borders Africa programme which seeks to spot talented young stars has been on the continent a total of 12 times and the NBA also runs its ‘NBA Cares’ programme. Signaling intent to further its work in Africa, the NBA opened its African headquarters in Johannesburg five years ago.

The NBA Africa game is scheduled for the 1st August at Ellis Park Arena in Johannesburg and SuperSport who will air the game live as on board as the Official NBA Broadcast and Radio Partner for the event. There is also a credible charitable slant to the occasion as the game will be played in support of Boys & Girls Clubs of South Africa as well as SOS Children’s Villages Association of South Africa and also, the Nelson Mandela Foundation.

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