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Eleven world-class marketing partners support the 2023 Basketball Africa League (BAL) Playoffs and Finals, currently underway at BK Arena in Kigali, Rwanda.

The BAL’s foundational partners include NIKE, Jordan Brand, New Fortress Energy (NFE), Rwanda Development Board (RDB) and Wilson. The league’s marketing partners also include the Attorney General Alliance Africa (AGA-Africa), Envol City, Hennessy, SERTEM, Société Pétroliere (SP) and RwandAir.

The final phase of the third season of the BAL Playoffs and Finals tipped off at BK Arena in Kigali, Rwanda on Saturday, May 20. The top eight teams from the league’s Sahara and Nile Conferences competed in a single-elimination playoffs, with the winner to be crowned the third BAL champion on May 27.

BAL Finals will air live on American Forces Network (AFN), Canal+, ESPN (sub-Saharan Africa), NBA TV, Tencent, TV5 Monde, Visionary TV, Voice of America (VOA) and select free-to-air channels across the continent through the BAL’s broadcast partnership with the African Union of Broadcasting. The game will also livestream on NBA App,, and Fans can view the complete game schedule and purchase tickets at

Please see below for some of the 2023 BAL Playoffs and Finals partner engagements:

Attorney General Alliance (AGA-Africa)

AGA-Africa was an Associate Partner of BAL Advance, a program which enables BAL players know first-hand the needs of communities, fans and have inside knowledge on the sport. It also provides them an opportunity to connect with experts in the sports ecosystem to explore next steps from a career, entrepreneurship and social impact perspective.

Envol City

Presenting Partner of the BAL Innovation Summit’s Fireside Chat, a discussion on real estate opportunities on the continent, highlighting our commitment to driving advancements in the industry.


Official Spirit of the BAL, Hennessy, and the BAL brought together localized consumer activations and entertainment to the BAL Welcome Reception, BAL Business Brunch and BAL Closing Reception.

Jordan Brand and Nike

Jordan Brand and Nike revealed the Tatum 1 and AJ 37 Low game shoes designed exclusively for the BAL Playoffs and Finals. Each player representing one of eight qualified teams was presented with a pair of the BAL – Jordan – Tatum shoe collaboration.

New Fortress Energy (NFE)

Presenting Partner of the BAL4HER workshop celebrating and raising awareness of women empowerment on May 24.


As the Official Airline of the BAL, RwandAir will present the official BAL Trophy video before the BAL Finals on May 27.

Rwanda Development Board (RDB)

Presenting Partner of the BAL Playoffs and Finals halftime shows, Welcome Reception and second BAL Innovation Summit.

Official Partner of the U23 BAL4HER camp held in Kigali as part of the league’s continuous efforts to develop and empower young women through sports.


Real estate company SERTEM joins as an associate who together with the BAL look to drive a common goal of championing African talent and fostering a sense of pride and ownership, as they embark on a journey of basketball excellence.

Société Pétrolière (SP)

As Official Partner of the BAL Caravan, SP has assumed the role of all retail and marketing activations taking place in Kigali during the finals, igniting a fusion of sports and retail that promises an unforgettable experience for fans and attendees alike.


Wilson has magnified its support for the BAL4Her initiative throughout the BAL Playoffs and Finals, amplifying their commitment to women’s inclusion in sports by providing materials to elevate the impact of the BAL4Her activations through amplifications on their social platforms and capturing the celebration of women in basketball.



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