AYV News, July 15, 2025
Africell Sierra Leone has reaffirmed its commitment to youth empowerment and sports development by sponsoring Sierra Leone’s Under-16 national basketball team for the prestigious FIBA AfroBasket Zone 2 Qualifiers in Conakry, Guinea. The sponsorship agreement was officially signed on Monday, July 7, 2025, at Africell’s headquarters on Pivot Street in Wilberforce, Freetown.
The event attracted dignitaries from the sports community, including the Sierra Leone U16 Basketball players, media houses and top officials of the Sierra Leone Basketball Federation (SLBF), who gathered to witness a milestone moment in the nation’s sporting journey.
The FIBA U16 African Championship, also known as the AfroBasket U16, is the premier basketball tournament for players under 16 across the continent. The competition is organized by FIBA Africa and serves as a qualifier for the FIBA U17 Basketball World Cup. The Zone 2 qualifiers cover West African nations, including Senegal, Guinea, Mali and Sierra Leone, and are known for producing some of Africa’s brightest young basketball talents.
This year’s qualifiers in Conakry, Guinea, brought together national U16 teams from across West Africa vying for a spot at the continental showdown in Rwanda later this year.
In his keynote address, Africell’s Chief Operating Officer, Malek El Koussa, described the sponsorship as more than just corporate social responsibility.
“This team represents not only themselves but the dreams and hopes of the entire nation,” he stated, while expressing pride in Africell’s continued support for initiatives that nurture discipline, teamwork and national pride among young people.
He noted that Africell’s involvement in sports is not for mere publicity but a reflection of their long-term commitment to character-building and nation-strengthening investments.
Malek El Koussa highlighted Africell’s prior collaborations with the Basketball Federation, particularly the successful launch of the country’s first-ever national basketball league.
“Supporting sports is about creating opportunities that allow young people to dream bigger and achieve greatness on and off the court,” he said, reaffirming the company’s pledge to stand firmly with the Under-16 team throughout their journey.
He also acknowledged the pivotal role of the media and the tireless efforts of SLBF President Ali Hijazi, whom he credited for revitalizing basketball in the country.
In his statement, Ali Hijazi, President of the Sierra Leone Basketball Federation, expressed heartfelt gratitude to Africell for their consistency and passion for basketball.
“Africell has stood by us since day one,” he said, referencing Africell’s earlier sponsorship of jerseys for the team’s trip to Dakar and other forms of support during critical periods.
Ali Hijazi emphasised that Africell’s intervention has made a significant difference not just in financing but in raising the overall profile of the sport in Sierra Leone.
“Africell has helped the league, inspired the players and given hope to fans and coaches,” he added, expressing optimism for the U16 team’s performance in Guinea.
Nancy Toure, Africell’s Event and Sponsorship Manager, used the occasion to remind the public of the importance of promoting other sports disciplines like basketball and volleyball. She said Africell’s support stems from a firm belief in the young team’s ability to bring glory to Sierra Leone.
“Our commitment to parenting, education and sports is at the heart of our social responsibility,” she said. “These young athletes have the potential to bring home medals and we are proud to be part of their journey.”
Also addressing the gathering, Ishmeal Bangura, Secretary General of the Basketball Federation, shed light on ongoing efforts to establish Sierra Leone’s first indoor gym, revealing that Africell has been actively involved in discussions to help make the dream a reality.
He recounted how financial constraints nearly prevented the U16 team from competing in earlier qualifiers, but Africell stepped in with timely interventions, providing jerseys, equipment and even refurbishing the national basketball court.
With the silver medal win and a possible ticket to the African championships in Rwanda, Sierra Leone’s U16 basketball team has given the nation reason to hope and Africell’s backing has proven to be a driving force in this journey.
Sierra Leone’s growing presence on the African basketball scene is strengthened by the partnership between Africell and the Sierra Leone Basketball Federation; a shining example of how corporate support can drive youth development and contribute to national progress.
