Children participating in a basketball clinic practice with NBA players from various countries. … [+]
If you watched this year's Super Bowl, you probably saw the National Football League's (NFL) “Born To Play” commercial. The commercial, which ranked fifth out of all 59 halftime commercials according to USA Today research, features snippets of NFL players and is meant to inspire young athletes to pursue their passion for football. Ta.
As leagues like the NFL and the National Basketball Association (NBA) expand their presence in Africa, here's a look at what's going on and some key lessons for expanding thoughtfully.
what's happening
Professional sports leagues are committed to discovering, developing and showcasing new talent both domestically and internationally.
In 2018, the NBA launched NBA Academy Africa in Senegal, a dedicated basketball training center for aspiring athletes from across the continent. The academy was launched in collaboration with the SEED Project (Sport for Education and Economic Development), a Senegal-based nonprofit organization that uses basketball to strengthen athletic, academic, and leadership commitments in youth. Ta.
Recognizing that developing African athletes is not enough just by having them leave the continent and play in the United States, the NBA in 2019 launched Basketball Basketball, Africa's own league to acquire and develop basketball talent. The African League (BAL) was launched. In 2021, President Barack Obama signed on as a strategic partner to help “advance the league's social responsibility efforts across the continent, including programs and partnerships that support greater gender equality and economic inclusion.” . His current BAL season is broadcast all over the world and involves 12 club teams from 12 African countries. Now in its fourth season, spring games are held in NBA-supported arenas and infrastructure in South Africa, Egypt, Senegal and Rwanda.
In 2022, the NFL announced the launch of NFL Africa. The partnership currently includes local organizations in Ghana, South Africa and Kenya, and is dedicated to building football infrastructure and talent programs in previously unreached areas. Through soccer clinics, coaching workshops, and community outreach, NFL Africa has established soccer infrastructure and created new avenues for young African athletes to pursue their passion for the sport.
European soccer teams are also investing in Africa. In 2023, German football club Bayern Munich announced a new partnership with the Rwanda Development Board. It aims to highlight Rwanda's soccer talent and bring tourism to the country to boost its economy. Rwanda is at the forefront of countries demonstrating the power of international sporting partnerships, boasting iconic collaborations with Arsenal FC of the English Premier League (EPL) and Paris Saint-Germain FC of France's Ligue 1. There is.
So how can non-native sports leagues thoughtfully invest in Africa’s future?
investment in youth
Africa is home to the world's youngest population, with 70% of its citizens under the age of 30. Africa's sports business industry is expected to grow exponentially in the coming decades as the African population is particularly interested in soccer, soccer, basketball and boxing. And sport offers huge opportunities for skill acquisition, employment opportunities, leadership development and community building, all of which can have incredible benefits for Africa.
In 2018, Aicha N'Dour attended the first NBA Academy Women's Basketball Camp in Senegal. N'Dour has since played Division I basketball at Rutgers University, Northwest Florida State University and the University of Illinois. But while there are talented players like N'Dour, there are many more kids who won't play in college or the pros. The success of league sports in Africa is not measured by how many athletes progress into the professional ranks. It will be the legacy they leave to their communities, especially the youth.
Imagine a world where high school students attend a sports camp and are given lectures on taking care of their bodies, as well as information on how to protect themselves and others from sexually transmitted diseases. Imagine a world where students who undergo a physical to play a sport are also tested for other preventable and treatable diseases. That future could produce stronger athletes and stronger communities.
investing in healthcare
The health of professional sport in Africa depends on the health of Africans.
According to The ONE Campaign, low-income and lower-middle-income countries are home to more than half of the world's population and more than half of the global disease burden, but account for just 3.8% of global health spending. I am. Many African countries face difficult economic choices, including between spending on health care, repaying old debts and mitigating the growing effects of climate change. Estimates suggest that countries need to spend at least 5% of their GDP, or $86 per person, on health care. No African country achieved that milestone in 2021.
Rwandan President Paul Kagame said in 2021 that “we need a renewed commitment from governments and national parliaments to increase domestic funding for health in Africa.” “This has been a priority for the African Union for several years, but progress has not been fast enough.” “We cannot continue to rely on external funding for something so important to our future,” he said.
While that may be true, sports leagues will be judged by whether they contribute to the health of the communities in which they invest. Efforts to address the root causes of injustice are just as important as efforts to ensure that children thrive. Live a healthy and productive life. Sports fields are valuable spaces for children to learn, play and develop valuable skills. But if the people are not healthy, the hospitals will be full and the fields and courthouses will be empty.
Listen to the voices of local communities
Last year, I spoke to communities in Africa about the need for motorcycles to get blood samples to labs faster for HIV testing. Insights like this can only be gained by listening to leaders on the ground.
Investing thoughtfully in Africa requires leaders to rely on local community experts and collaborate on solutions to solve local challenges. Building trust slowly is paramount, especially given that Western countries have colonized and exploited Africa in the past.
As leagues continue to expand in Africa, non-sport organizations like the Charlize Theron Africa Outreach Project (CTAOP), which supports African youth in the fight against HIV/AIDS and prioritizes community partnerships, You may also learn something from. CTAOP provides education, resources, and psychosocial support to young people living with HIV through deep partnerships with local organizations based in South Africa.
“Our partners on the ground are trying to move outside the box in our communities in ways that don't make us uncomfortable, but in ways that can slowly change minds,” Theron said last year. He told Town and Country.
Looking to the future
There are many reasons why professional sports leagues are bullish on Africa's future. But as these leagues expand, their actions will come under a larger microscope.
Babatunde “Tunde” Folawiyo, Chairman and CEO of Yinka Folawiyo Group, an investment firm with expertise in growing sports businesses in Africa, said in the NBA Africa announcement: Stated. “This is a unique opportunity for Africa to capitalize on and develop a new economy” sports business and innovation infrastructure. This time, success will be defined not just by return on investment, but by sustainable, long-term impact on people's lives. ”
