# Unlocking the Business of Basketball_ NBA Africa’s Expansion, Media Rights & Global Reach

An episode of [Earn Your Leisure](https://invisiblenetwork.ai/podcast/1450211392), 30 Jun 2026, 6:42.

Audio: https://podtrac.com/pts/redirect.mp3/traffic.omny.fm/d/clips/e73c998e-6e60-432f-8610-ae210140c5b1/8dbc4f54-a337-4481-9ef2-b355012b0a3d/d16c7d11-b50c-466b-8d88-b4770140dfa8/audio.mp3?utm_source=Podcast&in_playlist=eac4c628-29cb-469a-b5c8-b355012b0a48

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## Transcript

[0:00] Speaker 1: Said, your husband was up at three in the morning
[0:01] Speaker 1: watching NBA. I'm gonna tell you something that was me
[0:05] Speaker 1: last night. It'll probably meet tonight. New York is playing tonight.
[0:10] Speaker 1: But it got me to thinking about media rights and
[0:13] Speaker 1: revenue streams. And so for the BA, L is there
[0:18] Speaker 1: a nickname? Is it a traditional model where it's media rights,
[0:25] Speaker 1: it's merchandising, it's tourism. How is it structured here? And
[0:29] Speaker 1: what's the plan for scalability for that?
[0:32] Speaker 2: Thank you? So mainly four ways that leaks like ours
[0:37] Speaker 2: can monetize, and I think the more common one for
[0:40] Speaker 2: African for our league is sponsorship and marketing partnerships and
[0:43] Speaker 2: that's where you see some of the partnerships. We have
[0:45] Speaker 2: your service now visit Ruanda, Africa, Zimbak and run there.
[0:50] Speaker 2: So yes, sponsorship and marketing rights and using our platform
[0:54] Speaker 2: that we give to market products and services. We have
[0:59] Speaker 2: overall in years over one billion funds within Africa. We
[1:03] Speaker 2: have millions. We have one point two you know impression
[1:06] Speaker 2: billion impressions in the last season. And when we look
[1:09] Speaker 2: at our social media platforms, we have a big reach.
[1:11] Speaker 2: So that rich allows you know, partners like ours to
[1:14] Speaker 2: really access the funds that we have and that's how
[1:17] Speaker 2: we monitorze one way. The other one is merchandise and
[1:22] Speaker 2: good news is that we just opened an e commas
[1:24] Speaker 2: bottom it's called b alstore dot NBA dot com where
[1:28] Speaker 2: you can buy merchandise from anywhere using our ecommas platform.
[1:33] Speaker 2: Now we know that the market, not just in Africa,
[1:36] Speaker 2: but also especially the African diaspora all over the world
[1:39] Speaker 2: has been looking to own something with b L whenever
[1:42] Speaker 2: they interact with it. We saw pictures last year of
[1:45] Speaker 2: season four with a family in Brazil walking around with
[1:48] Speaker 2: b A L and we wondered where they got the
[1:50] Speaker 2: bl merchandise. You know, we've seen pictures in hist Row
[1:53] Speaker 2: where people crossing security and they're wearing BA L and
[1:57] Speaker 2: those anecdotes showed us that there's really appeted for consuming
[2:00] Speaker 2: BLB on the African market, but also with especially the
[2:03] Speaker 2: African aspora all over the world, who are really big.
[2:06] Speaker 2: In fact, one of the statistics that you know, a
[2:08] Speaker 2: colleague of man shared with me is, you know, if
[2:11] Speaker 2: you take out China and India, the African the aspora
[2:13] Speaker 2: is the third country in terms of population globally. So
[2:15] Speaker 2: interacting with that market as part of what we have
[2:18] Speaker 2: to offer as bl continues to be important for us.
[2:21] Speaker 2: The third one is ticketing. You know when you come
[2:23] Speaker 2: to watch games. Every year we see ticketing revenues go
[2:26] Speaker 2: up because more and more fans are coming to watch
[2:28] Speaker 2: your games and paying to watch your games, and that
[2:30] Speaker 2: has been really important as well. Now the media market
[2:34] Speaker 2: obviously as well, is a big part of sports leagues.
[2:37] Speaker 2: It's a growing aspect in Africa. Whether it's PATV, it's
[2:40] Speaker 2: still very limited in terms of the coverage free to air.
[2:44] Speaker 2: Many of the free to air broadcasters are national and
[2:47] Speaker 2: therefore kind of free access in the countries where they serve.
[2:51] Speaker 2: But we see that changing and I think one when
[2:53] Speaker 2: you say what does the future look like, one of
[2:56] Speaker 2: the areas we see the future, you know changing, is
[2:59] Speaker 2: very much around what lou All talked about, which is
[3:02] Speaker 2: integrating markets in Africa. I think the more integrated markets are,
[3:07] Speaker 2: the more integrated services are, the more integrated we can be,
[3:11] Speaker 2: the more you can actually use platforms to provide whether
[3:14] Speaker 2: it's streaming or broadcasting to markets across the continent. Now
[3:18] Speaker 2: people like to say we need to integrate Africa more,
[3:21] Speaker 2: and we really need to. We've talked about the African
[3:23] Speaker 2: continent a free trade area. It's a big aspiration to
[3:26] Speaker 2: really break down all these barriers so we can trade
[3:27] Speaker 2: as one market. But a lot has to be done
[3:30] Speaker 2: for that to happen, and I think we all touched
[3:31] Speaker 2: on a couple of those. How do you adjust a
[3:33] Speaker 2: business in Randa and be able to give your services
[3:36] Speaker 2: across the fifty four countries that's not happening yet today.
[3:39] Speaker 2: How do you get a license to broadcast in one
[3:42] Speaker 2: country and broadcast in many countries so you can actually
[3:44] Speaker 2: access a much bigger market on the continent. Those kinds
[3:47] Speaker 2: of things need to be solved so that we can
[3:49] Speaker 2: actually provide services across the continent. The good news, I think,
[3:52] Speaker 2: especially for meteorites, is what we see in some of
[3:55] Speaker 2: what they tell us are doing. If you give an
[3:57] Speaker 2: example of empty and three hundred million subscribers across the continent,
[4:02] Speaker 2: I know that they're thinking about using that platform that
[4:04] Speaker 2: already is connected by subscription all over the continent to
[4:08] Speaker 2: provide content, such as content that we would be interested in.
[4:11] Speaker 2: So I think that's going to change, and I think
[4:13] Speaker 2: we're going to see more access to media, more media integration,
[4:15] Speaker 2: and media contributing a lot more than you're seeing today
[4:18] Speaker 2: and for me, the future is bright.
[4:26] Speaker 3: Claire. Just to piggyback on that, you talked about the
[4:29] Speaker 3: challenges as far as only having five arenas in continent
[4:33] Speaker 3: in Africa, and obviously that makes it difficult to expand.
[4:35] Speaker 3: But when you're looking at expanding to either having different
[4:39] Speaker 3: teams or just focus in a different area, what are
[4:42] Speaker 3: some of the top areas on the continent that you
[4:45] Speaker 3: guys have on your board as far as you want
[4:47] Speaker 3: to have more expansion in.
[4:50] Speaker 2: Well, we would like to be in all the countries
[4:53] Speaker 2: in Africa if we could. But today we're playing four countries,
[4:57] Speaker 2: but we have twelve teams that play. Ideally in those twelve,
[5:01] Speaker 2: you know, those twelve teams should be representing countries that
[5:04] Speaker 2: we have that there's interest in playing in playing in.
[5:08] Speaker 2: But beyond the twelve, even before we get the qualifiers
[5:11] Speaker 2: for the twelve, we have the road to b a
[5:13] Speaker 2: l a lot more countries actually participate. So actually countries
[5:16] Speaker 2: that are participating in the wider community that bl brings
[5:19] Speaker 2: together is more than you know, four countries at HOSS
[5:22] Speaker 2: is more than twelve teams at play. It's a lot more.
[5:24] Speaker 2: You know, if you come from the qualification road to
[5:26] Speaker 2: b L until the final competitions, and so our goal
[5:30] Speaker 2: is to work with as many countries as possible that
[5:32] Speaker 2: wish to be part of this story, and they're there
[5:35] Speaker 2: every day. We get as I said, you know, I
[5:37] Speaker 2: know Nigeria is building an arena. Benin is building an arena.
[5:40] Speaker 2: You know, we went Morocco for the first time. After Egypt.
[5:44] Speaker 2: You know, we are going South Africa, the many countries. Kenya,
[5:46] Speaker 2: for example, we have an office in Kenya and then
[5:48] Speaker 2: Arab City Thunders came, you know, for the first time
[5:52] Speaker 2: representing Kenya in the b al And, so you can.
[5:55] Speaker 2: Uganda had a team City Oilers that has been coming
[5:57] Speaker 2: for the last seasons. So there's potential in a more countries.
[6:00] Speaker 2: I think the question is how do we work with investors,
[6:03] Speaker 2: how do we work with the governments to put in
[6:05] Speaker 2: place that environment of infrastructure that could allow this to happen.
[6:09] Speaker 2: The good news is that every year, as we grow
[6:12] Speaker 2: and we see the impact of BL we get more interests,
[6:15] Speaker 2: including from development financial institutions like Afrigsen Bank, a FDB.
[6:20] Speaker 2: We've seen investors come to us and say what does
[6:23] Speaker 2: it take to build an arena? Who do we build
[6:26] Speaker 2: an arena for and I think that's going to change.
[6:28] Speaker 2: I really think that over the next five years, you're
[6:30] Speaker 2: going to see a lot more standardized arenas than you've
[6:33] Speaker 2: seen today, and that's going to allow us to plan
[6:35] Speaker 2: as many countries as we could. Our goal is to
[6:38] Speaker 2: have many countries come to be part of the bal experience.

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