BAL unveils record 15 partners as 2026 season tips off in Pretoria

By Joe Apu

The Basketball Africa League (BAL) has announced a record 15 marketing and merchandising partners for its 2026 season, underscoring the league’s continued commercial growth and expanding global footprint.

The sixth BAL campaign tipped off on Friday at the SunBet Arena in Pretoria, South Africa, with five new partners—Amazon Web Services, FLEXX, PUMA, Qatar Foundation and South African Tourism—joining an established group of returning sponsors.

Foundational partners Rwanda Development Board and Wilson continue their long-standing association with the league. They are joined by official partners including AB InBev, Afreximbank, Air Senegal, Hyundai, RwandAir, the French Embassy of Senegal, ServiceNow and Wave.

The league said the 2026 season will reach audiences in more than 200 countries and territories, including all 54 African nations, reflecting its growing international appeal.

Broadcast coverage across Africa will be provided by a mix of free-to-air and pay TV partners, including Canal+, Rwanda Broadcasting Agency, RTS and 2STV in Senegal, SNRT in Morocco, TV5 Monde and ZAP TV in Angola and Mozambique. Globally, games will air on NBA TV, the NBA FAST Channel on platforms such as Samsung, Roku and Amazon Fire TV in the United States, as well as Tencent Video and Tencent Sports in China, TSN and RDS Direct in Canada, and via livestream on the NBA App and NBA.com. BAL President Amadou Gallo Fall described the partner lineup as a testament to the league’s rising profile. “This incredible roster of new and returning partners reflects the sustained growth and momentum around the BAL and the African sports industry more broadly,” Fall said. “We look forward to working with these amazing companies and organizations to engage BAL fans across the continent and around the world in new and creative ways throughout our sixth season.”

Among key activations, AB InBev returns as the Official Beer Partner through its Castle Lite and Budweiser brands, while Afreximbank will support youth-focused initiatives such as the BAL4HER and BAL Future Pros programmes. Air Senegal will back the Sahara Conference in Rabat, Morocco, while Hyundai will feature prominently during the Kalahari Conference in Pretoria.

New entrant Amazon Web Services has been named the league’s Official Technology Provider, while PUMA takes on the role of Official Outfitter, supplying uniforms and apparel for teams, fans and referees. Qatar Foundation will drive community and social impact initiatives, and South African Tourism will collaborate on promoting the host destination.

The BAL continues to position itself as a leading force in African sports, combining elite basketball competition with commercial innovation and grassroots development across the continent.