Amadou Gallo Fall On The Rise Of Basketball Africa League.

By Ajong Mbapndah L

Since its launch in 2021, the Basketball Africa League (BAL) has served as a catalyst for economic development across Africa and a means of improving the health and well-being of one of the world's youngest and fastest-growing populations.Throughout the third season of the BAL, the league held three coaches' clinics in its three markets, drawing over 400 coaches who attended in person or virtually. Furthermore, in July 2023, 28 African coaches from 17 different African nations participated in the Africa Coaches Program, which took place during the 2023 NBA2K24 Summer League in Las Vegas.

Six young women from Senegal, Egypt, and Rwanda who participated in the 2023 "BAL4HER" program took part in a sports mentoring initiative. This initiative included visits to South Africa and the United States, where they learned from basketball industry leaders. The league has collaborated with hundreds of local suppliers, including small and medium-sized businesses from a variety of industries, including hospitality, media, technology, entertainment, fashion, security, content creation, and transportation.

The BAL is working with several African NBA legends who serve as BAL Ambassadors and help promote the league in Africa and around the world. Some of the legends are 2011 NBA Champion with the Dallas Mavericks Ian Mahinmi (Benin), two-time NBA All-Star Joakim Noah (Cameroon), South Sudan Basketball Federation President and two-time NBA All-Star Luol Deng, and former NBA player and G League executive Pops Mensah-Bonsu (Ghana). 

Some of the league’s partners include Foundational Partners Rwanda Development Board, NIKE, Jordan Brand, and Wilson and Official Partners Afreximbank, Castle Lite, Hennessy, and RwandAir. The previous season's games in Dakar, Cairo, and Kigali drew over 70,000 fans, generating remarkable excitement in both the arenas and fan zones. BAL games in the last two seasons have reached fans in some 214 countries and territories across the globe in about 17 languages and generated more than 1 billion online engagements.

With such a glorious balance sheet, it is hard to believe that the maiden operations of BAL were launched in the heart of a COVID-19 laced year. For Amadou Gallo Fall who has led a dynamic team to put Basketball at the service of development in Africa, the best is yet to come from the BAL.  In the midst of season four that promises to exceed all previous metrics BAL’s President Amadou Gallo Fall took time off his hectic schedule to field questions from PAV.

It’s been three years since the operational phase of BAL started, in what shape is it in terms of meeting its objectives or targeted goals?

Amadou Gallo Fall:We're feeling motivated and reassured once again. The league's response to feedback has been positive, as evidenced by increased fan interest and engagement, as well as its expansion into new countries. The formation of new teams is becoming more common, and our broadcast is consistently strong. Games are now broadcast in 214 countries and territories in 17 languages, with commentary provided in local languages, and our talent pool continues to grow while programs are improved. There are numerous causes for optimism. However, I avoid using the term "satisfied" because we are still in the early stages and have lofty goals for the league. While we are pleased with our progress thus far, we recognize that we have only just begun to realize our full potential.

Beyond the glamour of the sport, in what way do you think BAL is making an impact in Africa?

Amadou Gallo Fall:In terms of a really illustrated set of priorities, goals and objectives, we aim to make this league a catalyst for economic growth, significantly boosting the economies of areas where travel and tourism thrive. You see how games fuse music, fashion and art. The diverse crowd consists of young, vibrant, tech-savvy, and urban culture, setting a more significant stage than just basketball and sports. We expect to witness the emergence of new industries and companies in the places where our league operates. The crowd creates an environment where the logistics, event management, marketing, content creation, transportation, security, and hospitality industries grow significantly.

Are you satisfied with the response and support of political leaders and corporate Africa to the advent of BAL, what more could be done to support BAL?

Amadou Gallo Fall:We've continued to progress and have reached significant milestones along the way. We've partnered with top brands, including development and deployment support from global brands such as Nike and Brand Jordan. Furthermore, we've welcomed participation from local businesses that share our brand vision. This year, we welcomed notable names like Afreximbank and Castle Lite. As the season progresses, we anticipate the addition of new partners from various categories and industries, broadening the scope of collaborations and support for our initiative. We are receiving substantial public and private support, with a strong emphasis on infrastructure development, particularly arena construction. Two weeks ago, there was a groundbreaking ceremony in Lagos, Nigeria, to mark the start of a project expected to be completed by 2026.

Arena initiatives are underway in several countries, including the Democratic Republic of the Congo (DRC), Uganda, Tanzania, and Kenya. This momentum motivates us to continue looking for the right partners who share our vision. Our dedication to the African continent is evident in our efforts, which include opening a new office in Kenya. The growing interest in the region encourages us to expand even further. Last night's event at the SunBet Arena was packed with exciting entertainment, and we're looking forward to taking the league to Cairo next month and Dakar in May. The decision to add South Africa as another country to host games demonstrates our commitment to expanding the league's global reach.

May we get some insights on talent and development programs like BAL Elevate?

Amadou Gallo Fall:The BAL Elevate program was a perfect means to create and solidify the link between, the work we've been doing for decades, at grassroots level. And we talk about establishing a complete pathway where a young player can start playing the game, developing elite skills, and ultimately playing professionally without having to leave the continent now with the Basketball Africa League here. With the NBA academy, the junior NBA leagues, basketball without Borders- the flagship basketball and community development programs jointly run by the NBA and FIBA. So, the Basketball Africa League is the culmination of all that activity.  It's great to see how this BAL Elevate program assigns top players at the NBA Academy Africa to BAL teams, and some of them are doing very well. Last year we saw it with Khaman who made it to the finals with AS Douanes, as well as Ulrich Chomche who made it to the playoffs with Rwanda Energy Group Basketball Club (REG BBC). There were other players with other teams. We're bringing the same program. And this year, well, we have four of these young players here across the four teams. We will have them in Cairo, in Dakar, and those who will make it to the final. So, that is contributing tremendously to boosting the talent level in the league and at the same time, offering these young players an opportunity to continue to mature and, you know, continue their talent development.

Let's wrap this up by discussing this league's hopes and aspirations, what do you expect for the future?

Amadou Gallo Fall:Well, we have, again, very big ambitions. We want to establish this league as one of the absolute best in the world for years to come. Just continuing to work with our partners and being able to rely on the NBA's best-in-class expertise, to operate and commercialize a professional basketball league. We have great ambassadors for the game that are going to continue to drive interest and continue to partner also off the court to be change agents in communities, inspiring young athletes through programs like our partnerships with Special Olympics to make sure that we are close to the community. We are inclusive and really seek to be contributors to society at large.

*Culled from March Issue of PAV Magazine