The NBA is a $10 billion-plus business. It is the first international sports showcase in the USA behind American Football.
For years, the Basketball African League (BAL) has been taking place in Africa in two countries, mainly Senegal and Rwanda. It was initiated by Mr. Amadpu Gallo Fall, a Senegalese who spent his career in the NBA and whom I also congratulate for his economic vision of sport.
I had the pleasure of going to Dakar Arena to follow the AS Douane match. What struck me was the total absence of the Senegalese companies which were to sponsor the event.
A destination sells itself. Instead of Air Senegal we saw advertisements for Rwanda Air or “Visit Rwanda”.
We have a knack for missing big marketing opportunities. Sonatel, La LONASE, Air Sénégal, SENICO, SECAA SENEGAL, SETER, among others, had to be at the front to support this event which is broadcast throughout the world.
It is also an opportunity for the new government to sell their “PROJECT” by making Sport an internal lever for mobilizing resources, especially since Senegal will host the YOG in 2026.
The BAL must be prepared a year in advance in all districts with a series of mini tournaments to mobilize young people. This will be an opportunity for the Senegalese creative industry to open up to the NBA market.
In the absence of the presence of the President of the Republic, who is young, the Prime Minister must be present at the final to boost this event.
The BAL is an excellent opportunity to attract investors to Senegal and make Dakar Arena profitable by making Senegal a favorite destination for the NBA in West Africa.
Cheikhou Oumar Sy
Former Parliamentarian
#Senegal
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