How The Bright Stars Changed The Global Image Of South Sudan

By Akol Dok

The South Sudan national basketball team, known as the “Bright Stars,” made a significant impact on the global image of South Sudan when they came within seconds of defeating the United States national basketball team in an exhibition game in London. The world immediately began to examine how the world’s youngest nation, which lacks an indoor basketball arena, nearly defeated the world's number-one team. The Bright Stars' performance not only changed the image of South Sudan but also shifted the narrative. South Sudan's image was once associated with conflict and poverty, but now they are associated with talent and promise.

South Sudan, the world’s youngest nation, gained its independence from Sudan in 2011 after decades of civil war and armed struggle. It is in East Africa and has a population of around ten million. Despite the challenges, South Sudan has been associated with conflict and civil strife, which has displaced many South Sudanese around the world. Many players on the national team were refugees, including Peter Jok, Wenyen Gabriel, Nuni Omot, and the South Sudan Basketball Federation President and two-time NBA all-star Luol Deng. Their journey from refugees to national heroes is a testament to the South Sudanese people's remarkable resilience and unwavering spirit.

The South Sudan national basketball team is the only African team at the Paris 2024 Olympics. They qualified after a brilliant performance at the 2023 FIBA World Cup in the Philippines. South Sudan defeated Puerto Rico in their Olympic debut. The Bright Stars' exhibition and Olympic Games performance changed the narrative about South Sudan. International media channels discuss Bright Stars and South Sudan basketball's future.

The global media landscape often brands African countries with corruption, war, hunger, and disaster. Sports pundits like Paul Pierce and Gilbert Arenas reinforced this image by spouting negative stereotypes about South Sudanese and Africans in general. It is crucial to change this narrative and shift the focus to the positive aspects, such as the success of the Bright Stars and the immense potential of the African sports market, which is set to revolutionize the global sports industry.

The African sports market is a burgeoning industry worth USD 12 billion and is projected to reach over USD 20 billion in 2035. African sports possess enormous prospects for socioeconomic development and social unity. The Bright Stars have unified a divided nation. South Sudanese from all ethnic groups supported the Bright Stars. Peak Sports, a Chinese manufacturing company, and MTN, an African telecommunications conglomerate, sponsor the team. Stanbic Bank, the Luol Deng Foundation, and NBA Africa have partnered to produce the Jr. NBA league in South Sudan’s capital Juba. This success story of the Bright Stars is just the beginning of the African sports market's potential.

The recent success in Paris will attract more investment and partnership. The potential of the sports industry in South Sudan is immense. Sports investment will build the sports industry in South Sudan. Investors will build arenas, conduct camps, train players, coaches, and referees, and promote sports tourism in South Sudan. Sports tourism will be an entry into South Sudan. Tourists will overcome the negative stereotype and seek to promote basketball in South Sudan. Sports will contribute to South Sudan’s economy, create jobs for young people, and grow the sports industry in the country. The sports industry in South Sudan is excellent. FIFA President Gianni Infantino’s visit to South Sudan to open a new football (soccer) stadium affirms this.

The power of sports transcends mere investment and economics. It has the transformative ability to create social bonds and heal broken social fabrics. The Bright Stars' success is a testament to this, as it has brought together South Sudanese from all walks of life, uniting them under a common passion for basketball. This transformative power of sports is what makes the Bright Stars' success not just a sports victory but a victory for the entire nation.

*Akol Dok is the Founder of Orus Consulting Limited, a business advisory and public relations firm based in East Africa. He is a writer and analyst featured on CNBC Africa, CGTN Africa, Radio Miraya, RT International, Yahoo News, Semafor, and The Nation. He hosts the South Sudan and the World podcast.