Safaricom has joined forces with the National Basketball Association (NBA) Africa to launch a youth basketball development program aimed at empowering young Kenyans through sports. The partnership, facilitated through Safaricom’s M-PESA mobile money service, will provide opportunities for youth aged 16 and below to participate in regional and national Jr. NBA tournaments, NBA Fit & coaching clinics, and an elite camp for top Kenyan prospects.
Safaricom CEO Peter Ndegwa expressed the company’s commitment to empowering young Kenyans through sports and financial empowerment.
“Our partnership with NBA Africa for the Jr. Basketball Program underscores our commitment to opening meaningful opportunities for young Kenyans through sport and financial empowerment.” he said.
The program, which will be rolled out across Kenya, will feature four regional Jr. NBA tournaments culminating in an 8-team National Championship. Additionally, the Jr. NBA Fit clinics will incorporate life-skills seminars and financial literacy training, courtesy of M-PESA Go, a financial inclusion product designed for young people aged 10-17 years.
“This collaboration will not only help develop local basketball talent but also, through M-PESA Go, equip young people with essential financial skills to support their personal growth.” Ndegwa stated.
NBA Africa-accredited scouts and coaches will provide training and mentorship to junior players, while the top 100 talents (boys and girls) from the regional tournaments will be selected for the NBA elite basketball camp. These selected players will then have the opportunity to participate in NBA Africa’s other elite development initiatives on the continent.
NBA Commissioner Adam Silver welcomed the partnership, stating that it builds on the NBA’s ongoing efforts to grow basketball in Kenya and across Africa. “Our collaboration with Safaricom builds on the NBA’s ongoing efforts to grow basketball in Kenya and across the continent of Africa. We look forward to creating more opportunities for young people to engage in physical activity and learn the values inherent in sport.” he said.
“Together with NBA Africa, we’re empowering the next generation to build their futures on and off the court, creating a lasting impact on youth and communities across Kenya.” noted Ndegwa.
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In addition to the youth development program, Safaricom is offering a new bundled product that provides customers with access to NBA content. This package will give basketball enthusiasts access to data bundles tailored for NBA content, including daily, weekly, and monthly offers. Fans can enjoy live premium NBA games, condensed match highlights, and customizable broadcasts that allow them to select game angles and access in-depth statistics.
This partnership represents the NBA’s most extensive youth development initiative in East Africa so far, officially designating Safaricom as a partner of the Jr. NBA in Kenya.