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Forbes
3 days ago
- Business
- Forbes
Luol Deng Talks The BAL's Growth And Building A Lasting Impact Across Africa
LONDON, ENGLAND - JULY 07: Luol Deng with his OBE (Officer of the Order of the British Empire) after ... More an investiture ceremony at Buckingham Palace on July 7, 2022 in London, England. (Photo by Gareth Fuller - Pool/Getty Images) When the Basketball Africa League (BAL) tipped off its inaugural season in 2021, it set in motion a transformative movement. Backed by the NBA and FIBA, the BAL represented a bold bet on Africa's basketball ecosystem. Today, it's delivering on that promise with momentum, meaning, and their strong message: Inspire, Empower, Elevate. Few have championed this vision more than the league's earliest ambassadors, including former NBA All-Star and South Sudan Basketball Federation President Luol Deng, who has been deeply embedded in the BAL's evolution. His reflections on the league's growth are rooted in both lived experience and long-term vision. In an interview with during the Nile Conference in Kigali, Rwanda, Deng discussed several key topics. He highlighted the growth of the league and the heightened level of competition. Additionally, he emphasised the league's social impact initiatives aimed at empowering players. Deng also shared details about an exciting new chapter for the league: hosting the Playoffs in Pretoria, South Africa. A general view of the final game of the Basketball Africa League (BAL) Sahara Conference between ASC ... More Ville de Dakar and Union Sportive Monastirienne at the Dakar Arena in Diamniadio, on May 4, 2025. ASC Ville de Dakar participated for the first time in the Africa Basketball League (BAL) after winning the Senegal championship in 2024, during the Sahara Conference against teams from Tunisia, Angola and Cape Verde. The Basketball Africa League (BAL) is a partnership between the International Basketball Federation (FIBA) and the National Basketball Association (NBA) that brings together 12 teams showcasing some of the best players from across the continent. Rabat and Dakar have already hosted their respective conferences with Kigali hosting the Nile Conference on May 2025. The finals will take place in Pretoria on June 2025. (Photo by PATRICK MEINHARDT / AFP) (Photo by PATRICK MEINHARDT/AFP via Getty Images) Deng understands the power of a platform better than most. Having transitioned from NBA stardom to executive leadership, he has witnessed how professional infrastructure can benefit not only elite athletes but also entire economies. But that kind of transformation, he insists, doesn't happen overnight. 'The BAL has been growing every year. I think a lot of people are just catching on now that it's becoming more popular, but it really started over a decade ago, running outdoor camps, investing in the youth," Deng says. "The BAL is a result of that early work.' Those early investments in community development and youth engagement laid the foundation for what is now a thriving professional ecosystem. And for Deng, the most striking shift is that basketball in Africa has become a viable career path. 'Now we have players making a living through basketball, in Africa. That wasn't the case before,' he says. 'This league has elevated standards. It's televised, it's organised, and most importantly, it's sustainable.' The BAL's multinational format, with teams representing countries across the continent, offers more than just competition. It fosters national pride, strengthens regional economies, and amplifies the continent's visibility on a global stage. The 2025 BAL season will reach fans in 214 countries and territories in 17 languages through broadcast partnerships and streaming platforms, a scope unheard of in previous decades for the sport on the continent. KIGALI, RWANDA - MAY 20: Robinson Opong Odoch #5 of Made by Basketball scores the game-winning three ... More point basket during the game against Nairobi City Thunder during the Nile Conference Group on May 20, 2025 at BK Arena in Kigali, Rwanda. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and/or using this photograph, user is consenting to the terms and conditions of the Getty Images License Agreement. Mandatory Copyright Notice: Copyright 2025 NBAE(Photo by Julien Bacot/NBAE via Getty Images) One of the most striking shifts in this season's BAL has been the level of parity across the league. The era of one team dominating the field is over. Now, every matchup feels like a playoff game. 'This year, almost every game goes down to the fourth quarter,' Deng observes. 'It speaks to how teams are evolving. There's intention behind every roster move now.' That competitive evolution is more than just exciting, it carries real financial weight. It translates into higher-quality basketball, stronger viewership, more compelling storylines, and deeper investment interest. Still, Deng is quick to point out that the league's long-term success won't hinge solely on talent or tight scores. What truly matters is the work happening behind the curtain; the strategy, structure, and systems being built by the teams themselves. 'We always talk about the talent, but the system matters,' he says. 'Teams are getting smarter about how they build rosters, not just chasing names, but asking: What do we need to compete at the highest level?' 'What you're seeing now is that teams are understanding the business side of the sport. Talent alone doesn't build a brand. You need cohesion, development, and leadership.' KIGALI, RWANDA - MAY 27: Luol Deng and Joakim Noah attend the game between the A.S. Douanes and the ... More Petroleos De Luanda during the 2024 Basketball Africa League Playoffs on May 27, 2024 at BK Arena in Kigali, Rwanda. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and/or using this photograph, user is consenting to the terms and conditions of the Getty Images License Agreement. Mandatory Copyright Notice: Copyright 2024 NBAE (Photo by Kevin Couliau/NBAE via Getty Images) For Deng, the BAL's biggest value isn't just what it offers players during their careers, but what it prepares them for after. Through BAL Advance, the league provides mentorship in areas like entrepreneurship, branding, and financial planning, which Deng considers non-negotiable. 'I always tell players: basketball is not forever. Start building relationships now. Learn something beyond the game,' he says. 'A lot of guys leave the court with nothing because they didn't plan. This league is giving them a head start.' This advice is rooted in his post-career success. Deng has built a respected portfolio as an investor, advisor, and sports executive, and he's intent on passing that blueprint forward. 'Wherever you start, whether in Africa or elsewhere, begin learning. Use your platform while you have it.' While the BAL was launched with NBA backing, the involvement of individual players, alumni, and executives is only now beginning to scale. According to Deng, that's no coincidence. 'The NBA is watching closely. Guys see how well this is run, how talented the players are, and they want in,' he explains. 'You're going to see more investment from current and former players, not just as sponsors or fans, but as owners, mentors, and stakeholders.' This season, the league paid tribute to NBA legend Dikembe Mutombo, a monumental figure in African basketball history. Honouring his legacy, all player jerseys and select warm-up gear featured a 'DM55' patch, and moments of silence were held before each conference group phase. Mutombo, a four-time NBA Defensive Player of the Year and Naismith Basketball Hall of Famer was the NBA's first global ambassador after retiring in 2009. His tireless advocacy and passion for growing the game across Africa were foundational to the BAL's creation and ongoing success. RABAT, MOROCCO - APRIL 10: Patch honoring Dikembe Mutombo during the game between the FUS de Rabat ... More and Rivers Hoopers Basketball Club during the Kalahari Conference during the 2025 Basketball Africa League Media Day on April 8, 2025 Rabat, Morocco. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and/or using this photograph, user is consenting to the terms and conditions of the Getty Images License Agreement. Mandatory Copyright Notice: Copyright 2025 NBAE (Photo by Julien Bacot/NBAE via Getty Images) The decision to host the 2024 BAL Finals in Pretoria, from the 6th - 14th of June, marks a symbolic shift. After four seasons in Kigali, the league is making a statement: this is a pan-African project, and every country has a role to play. 'It's huge,' Deng says. 'South Africa has a lot to offer and this will challenge them to step up not just on the court, but in fan engagement, media, and event production.' Pretoria also serves as a crucial test for the league's expansion ambitions. The question is: can the BAL Finals evolve into a multi-city celebration of African basketball and culture, on the scale of major global sporting events like the UEFA Champions League final or NBA All-Star Weekend? 'If Pretoria delivers, it sets a new standard, and shows that any African country with infrastructure and ambition can host on this level.' TOPSHOT - (From L) South Sudan's #11 Marial Shayok, South Sudan's #10 Jt Thor, South Sudan's #13 ... More Majok Deng, South Sudan's #26 Sunday Dech, South Sudan's #14 Peter Jok and South Sudan's #09 Wenyen Gabriel acknowledge the public at the end of the men's preliminary round group C basketball match between South Sudan and Puerto Rico during the Paris 2024 Olympic Games at the Pierre-Mauroy stadium in Villeneuve-d'Ascq, northern France, on July 28, 2024. (Photo by Sameer Al-Doumy / AFP) (Photo by SAMEER AL-DOUMY/AFP via Getty Images) Luol Deng's dedication to basketball is inseparable from his deep national pride. As President of the South Sudan Basketball Federation, he has been instrumental in reshaping the country's basketball story, guiding a nation emerging from conflict to its historic 2024 Paris Olympic run. Deng's leadership has not only raised South Sudan's profile on the world stage but also ignited hope and unity for a generation of young South Sudanese still healing from years of turmoil. 'We weren't just representing South Sudan at the World Cup. We were representing the continent,' Deng says. 'Our journey proves what's possible with vision, unity, and belief.' Looking ahead to AfroBasket 2025 slated for this summer in Angola, Deng sees a continent brimming with potential. 'There are seven, maybe eight African teams right now capable of competing at the highest international level,' he notes. 'That excites me because when Africa rises as one, the world takes notice.' The convergence of global capital, media rights, and emerging markets within sports is reshaping the industry, and Africa is at the forefront of this transformation. With a rapidly growing youth population and surging digital engagement, the continent is not just participating in the global sports economy; it's actively redefining it. The BAL stands as a powerful example of this shift, where strategic investment, innovative broadcasting partnerships, and local passion come together to create a new model for sports development. For investors, brands, and fans alike, Africa's rising momentum signals a market full of untapped potential and lasting opportunity.
Forbes
04-04-2025
- Sport
- Forbes
The Business Of Basketball: The Global Investment Behind The BAL
KIGALI, RWANDA - MAY 27: A closeup shot of a drawing board during the game between the River Hoopers ... More and the US Monastir during the 2024 Basketball Africa League Playoffs on May 27, 2024 at BK Arena in Kigali, Rwanda. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and/or using this photograph, user is consenting to the terms and conditions of the Getty Images License Agreement. Mandatory Copyright Notice: Copyright 2024 NBAE (Photo by Armand Lenoir/NBAE via Getty Images) As the Basketball Africa League (BAL) begins its fifth season in Morocco, the league is at a crucial juncture—moving beyond its early stages with strong support from prominent global investors and a vision for lasting, pan-African impact. This season marks the first time Morocco will host official BAL games, although the country previously held two BAL Combines in 2024 and 2025. As it takes centre stage, Morocco becomes an essential part of a league that is rapidly expanding its geographic and commercial presence. This BAL season will reach fans in 214 countries and territories across 17 languages, thanks to a growing broadcast network that includes the African Union of Broadcasting, ESPN, Canal+, TV5 Monde, Tencent Sports, and digital platforms like the NBA App and the BAL's YouTube channel. Although the BAL has only been in operation for five seasons, the momentum behind it suggests a vision much more significant than a seasonal tournament. With a diverse investor group that includes private equity firms, cultural icons, world leaders, and retired NBA players with African roots, the BAL is establishing itself as one of the continent's most valuable sports assets. Still, early in its development, the BAL presents a unique opportunity for investors looking to capitalize on Africa's demographic growth, sports enthusiasm, and expanding consumer economies. For those involved, the investment is not just in basketball; it's also in infrastructure, identity, and future fan engagement. Launched in 2021 through a partnership between the NBA and FIBA, the BAL is the first league of its kind outside North America operated by the NBA. It brings together 12 of Africa's premier club teams to compete across various host cities. However, this is just the beginning. From the outset, the BAL was conceived as a long-term growth vehicle—an incubator for franchise teams, broadcast rights, grassroots talent development, and commercially viable sports infrastructure in Africa. To support this vision, the league secured investments from a strategic group of backers including: KIGALI, RWANDA - MAY 27: Luol Deng and Joakim Noah attend the game between the A.S. Douanes and the ... More Petroleos De Luanda during the 2024 Basketball Africa League Playoffs on May 27, 2024 at BK Arena in Kigali, Rwanda. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and/or using this photograph, user is consenting to the terms and conditions of the Getty Images License Agreement. Mandatory Copyright Notice: Copyright 2024 NBAE (Photo by Kevin Couliau/NBAE via Getty Images) These stakeholders bring a powerful blend of financial acumen, cultural relevance, and long-term commitment. Importantly, their early-stage participation reflects a growing belief that the BAL could anchor the continent's sports-to-economy pipeline—a shift that mirrors how leagues like the NBA and EPL became global exports. While the games themselves generate buzz, the broader economic activity surrounding the BAL may be the most compelling aspect for investors. According to research by Oliver Wyman, major sporting events can act as economic catalysts. They stimulate upgrades to roads, airports, arenas, and hospitality infrastructure, which in turn create jobs, draw tourism, and leave behind assets that serve cities long after the last whistle blows. For cities willing to invest, the BAL offers international visibility, soft power, and direct commercial upside—especially if more African nations follow Rwanda's lead in building sports-focused venues and media zones. As the league expands, investors are likely to explore longer-term real estate plays around sports facilities, athlete academies, mixed-use arenas, and even training and development centres. KIGALI, RWANDA - MAY 29: An overall view of BK Arena before the game against the Rivers Hoopers ... More Basketball Club and the Al Ahly Ly during the 2024 Basketball Africa League Playoffs on May 29, 2024 at BK Arena in Kigali, Rwanda. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and/or using this photograph, user is consenting to the terms and conditions of the Getty Images License Agreement. Mandatory Copyright Notice: Copyright 2024 NBAE (Photo by Nacer Talel/NBAE via Getty Images) At present, the BAL operates a compressed season—12 teams compete in conference rounds before converging for playoffs and the championship. But this could sooner than later evolve into a full-fledged franchise model, where cities and club owners hold long-term rights, and league value is driven by local revenue generation. This shift will unlock multiple revenue streams: For investors, this blueprint is familiar. In the NBA and NFL, it's often team equity that drives generational wealth. In the BAL, that future is still in development—but early stakeholders will help shape how it gets distributed. Houston Rockets Dikembe Mutombo wags his finger after blocking a shot by Phoenix Suns Shaquille ... More O'Neal during the fourth quarter on an NBA basketball game at Toyota Center Friday, April 11, 2008, in Houston. The Rockets beat the Suns 101-90. ( Brett Coomer / Chronicle ) (Photo by Brett Coomer/Houston Chronicle via Getty Images) Africa has produced some of the NBA's brightest stars: Hakeem Olajuwon, the late Dikembe Mutombo, Pascal Siakam, and Giannis Antetokounmpo. Yet for decades, Africa lacked the league infrastructure to nurture this talent locally. The BAL and FIBA are beginning to change that. With a rising number of academies, talent identification programs like Basketball Without Borders, and Giants of Africa and partnerships with federations and private clubs, a player development economy is emerging. Over time, this could lead to transfer markets, endorsements, and grassroots monetization for local leagues. The BAL becomes the professional pinnacle—but also the centre of an ecosystem that stretches across schools, federations, and sponsors. For investor-athletes like Joakim Noah and Luol Deng, this is personal. Both have invested in African youth development programs, courts, and national team growth. For institutional investors, it's a bet on a circular economy of content, talent, and identity—one that resonates deeply with African audiences and diaspora communities worldwide. The BAL is still in its early stages. There are operational challenges, varying levels of government support, and an evolving sports culture that is still taking shape in different regions. However, from an investor's perspective, this is what makes it appealing. The BAL is a unique opportunity to invest in the foundational layer of an African sports economy with significant growth potential. It's comparable to investing in Major League Soccer (MLS) before David Beckham joined, or in the Premier League before it became a global phenomenon. In five to ten years, the BAL could look vastly different—richer in content, anchored by established franchises, and more integrated into the commercial and cultural fabric of the continent. Those who invest early won't just have financial interests; they will also play a key role in shaping the narrative of this burgeoning league.
