Africell Gambia has signed a partnership agreement with NBA in a move aimed at strengthening basketball development and widening opportunities for young people across the country.

As part of the initial phase, organisers announced a two-day 3×3 basketball tournament for players aged 18 and above, expected to take place early next year, marking the first major activity under the new partnership.

Africell and NBA said the initiative represented an investment in the next generation, aimed at helping young Gambian athletes develop their talents, gain visibility and access opportunities at regional and international levels.

The agreement was formalised at a signing ceremony attended by Africell’s Chief Executive Officer, Mr Hussein Diab, members of the company’s senior management, representatives of NBA Africa, officials from the Gambia Basketball Association (GBA), the Gambia National Olympic Committee and the Ministry of Youth and Sports.

Speaking at the event, the Chief Executive Officer of Africell Gambia, Mr Hussein Diab described the partnership as a milestone for Gambian sports, linking a growing African telecommunications company with one of the world’s most influential sporting organisations.

“The NBA stands as one of the most respected sports institutions globally, representing excellence, discipline, teamwork and opportunity,” he said. “To partner with such a global brand in a country like The Gambia is significant.”

“For Gambian youth, this partnership means opportunity,” he added. “It means access to world-class coaching, mentorship, equipment and safe spaces to play. It also means visibility that could attract regional and international scouts.”

“The NBA represents excellence, discipline, teamwork and opportunity.” “To have any form of partnership with such a global brand in a small West African country like The Gambia is significant, and the impact of what we are launching today will become clearer in the coming years,” he continued.

The partnership will focus on grassroots basketball development, youth mentorship, access to quality coaching and facilities, and community engagement, with particular emphasis on inclusivity and youth empowerment.

Alieu Nyan, Secretary General of the Gambia Basketball Association, welcomed the collaboration, saying it came at a critical moment for basketball development in the country.

“The NBA is the highest level of basketball globally. Having a direct link and pathway here in The Gambia is something many of us never imagined,” he said, adding that the partnership could help address long-standing challenges such as infrastructure and technical capacity.

He praised Africell for what he described as consistent investment in basketball facilities and development programmes, saying such support helps keep young people engaged and away from social vices.

“Infrastructure has always been one of our biggest hurdles,” Mr Nyan said. “Africell has consistently stepped in as a partner, investing in basketball spaces and supporting development programmes. That support has helped keep young people engaged in the sport.”

He described the NBA partnership as historic, saying it created a pathway that young Gambian players could aspire to.

“The NBA is the flagship of global basketball. Having that connection here in The Gambia is something many of us never imagined growing up,” he added.

Representing the Ministry of Youth and Sports, the acting Executive Secretary of the National Sports Council, Mr Mahmoud Jawa, said the government strongly welcomed the partnership, noting that sustainable sports development required collaboration between the public and private sectors.

“Government alone cannot do everything,” Mr Jawa said. “The support of the private sector is critical, and Africell’s investment in basketball is both timely and commendable.”

He said the ministry hoped the partnership would align with the National Sports Policy 2024–2034, which prioritises grassroots development, capacity building and infrastructural expansion.

Closing the ceremony, Lamin King Colley, representing the Gambia National Olympic Committee, praised Africell’s long-standing contribution to sports development beyond football, describing the company as one of the most consistent private-sector supporters of Olympic sports in the country.

Mr Colley said partnerships such as the Africell–NBA collaboration were vital at a time when many sporting associations faced financial and infrastructural challenges.

“Africell has always come with something positive for Gambian sports,” he said. “This partnership gives basketball a real opportunity to grow and provides hope for young athletes across the country.”

He urged the Gambia Basketball Association and other stakeholders to make effective use of the facilities and opportunities created by the partnership, stressing that the success of the initiative would depend on commitment, accountability and proper utilisation of resources.

By Adama Makasuba