NBA Africa brought leaders and other stakeholders together in Nairobi on Thursday, October 22, to discuss how sport can build trust, strengthen communities and create opportunities across Africa.
CEO Clare Akamanzi said the organisation wants industry voices to help shape that future.
“We remain committed to bringing together stakeholders from across the sports and entertainment industries, ensuring their voices are central to conversations on building trust and shaping the Africa we want,” she said.
There is a growing economic case for that conversation. Oliver Wyman estimates Africa’s sports market is worth more than US$12 billion and could exceed US$20 billion by 2035.
The firm says sporting events can also support tourism, investment, infrastructure and jobs.
The Basketball Africa League offers one example of sport’s reach; the NBA says the BAL has contributed more than US$250 million to Africa’s GDP since 2021, with nearly 37,000 jobs linked to its games over its first four seasons.
In Kenya, NBA Africa’s M-PESA Jr. NBA programme aims to reach more than 10,000 young people with basketball and financial-literacy activities.
At the wider Global Trust Summit in Nairobi, Akamanzi put the challenge simply: “Announcements are not enough. Do the public believe you will deliver on the promises made to them.” 
