NBA aims to score big in South Africa by making basketball the biggest sport in the country

The NBA’s ambitious goal of making basketball the number one sport in South Africa and the rest of the continent may seem like a lofty dream to some, but the league’s strategic efforts to expand its influence in Africa are far from idealistic.

With football, rugby, cricket, and athletics dominating the sports landscape, the NBA is determined to carve out its own space by leveraging the coolness factor associated with the league to attract young fans.

NBA deputy commissioner Mark Tatum acknowledges the challenges ahead, emphasizing the importance of nurturing the next generation of basketball players to foster a fan base.

“There are no shortcuts. We have to start young with that next generation, inspire them to play the game, because if kids end up playing basketball, they are more likely to end up being a fan,” Tatum remarked.

The recent launch of the fourth season of the Basketball Africa League (BAL) in South Africa marks a significant milestone in the NBA’s efforts to promote the sport in the country.

Tatum believes that events like the BAL experience will inspire youth to choose basketball over traditional sports like football or rugby.

“Having the BAL experience here will inspire the youth to hopefully bounce a basketball instead of kicking a football or picking up a rugby ball,” he noted.

The global appeal of NBA games, coupled with the league’s widespread distribution, has played a pivotal role in attracting a diverse audience, including fans in Africa.

Tatum highlighted the accessibility of the NBA’s players, lifestyle, and culture to a global audience, making the game more appealing to fans worldwide.

Rather than limiting the NBA experience to television screens or digital devices, the league’s collaboration with the International Basketball Federation (Fiba) to establish the BAL represents a significant step towards engaging fans on the continent.


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