Former US President Barack Obama Partners With NBA Africa
July 30, 2021
Former US President Barack Obama has joined NBA Africa as a strategic partner to help advance the league’s social responsibility efforts across the continent, the NBA announced on Tuesday.
Obama’s efforts will help aid programs and partnerships that support greater gender equality and economic inclusion. He will also have a minority equity stake in the new venture, which over time he intends to use to fund Obama Foundation youth and leadership programs across Africa. Founded in 2014, the Obama Foundation’s mission is to inspire, empower and connect people to change the world.
"By investing in communities, promoting gender equality and cultivating the love of the game of basketball, I believe that NBA Africa can make a difference for so many of Africa's young people," Obama said in a release.
"I've been impressed by the league's commitment to Africa, including the leadership shown by so many African players who want to give back to their own countries and communities.
NBA Africa conducts the league’s business in Africa, including the Basketball Africa League (BAL), which held its inaugural season this May this year featuring 12 of the top club teams from 12 African countries. NBA Africa focuses on expanding the NBA’s presence in African communities, deepening the league’s engagement with players and fans across the continent and continuing to grow Africa’s basketball through programs like the Jr. NBA, Basketball Without Borders (BWB) Africa and NBA Academy Africa.
“In addition to his well-documented love for basketball, President Obama has a firm belief in Africa’s potential and the enormous growth opportunities that exist through sports. NBA Africa will benefit tremendously from his engagement,” said NBA Commissioner Adam Silver.
In addition, NBA Africa has launched several social responsibility initiatives aimed at raising awareness of gender-based violence, supporting girls’ education and improving the livelihoods of African youth and families.
“We have ambitious growth plans for NBA Africa and having President Obama join our efforts is a recognition that through sport, Africa can take its rightful place on the world stage,” said NBA Africa CEO Victor Williams. “We look forward to working with President Obama and our strategic investors to use basketball as an economic growth engine across the continent and as a platform to improve the health and wellness of one of the world’s youngest and fastest-growing populations.”
A record-tying 14 African players were on 2020-21 opening-night NBA rosters, including some of the best players in the game like four-time All-Star Joel Embiid, who has been actively involved in growing the game and the league’s efforts in Africa.
The NBA has a decade-long history in Africa and opened its African headquarters in Johannesburg in 2010. Since then, the league’s efforts on the continent have focused on increasing access to basketball and the NBA through social responsibility, grassroots and elite development, media distribution, corporate partnerships, NBA Africa Games, the launch of the BAL and more.