26/05/2026
A conversation on sports branding, partnerships and the continued growth of African sports ecosystems took place at the the BAL Innovation Summit in Kigali, with Rwanda Basketball Federation (FERWABA) Vice President Mugwaneza Pascale joined by Allison Feaster, Vice President of Team Operations and Organisation Growth at the WNBA (Women's National Basketball Association), and Jessica Motaung, Marketing and Commercial Director at Kaizer Chiefs.
“National federations and clubs are increasingly recognising the importance of understanding their brand and their assets to attract stronger sponsorship and build sustainable partnerships. We are already seeing clear progress across African basketball, and the growth of the BAL has been a strong example — from club development to leadership, administration and governance within the ecosystem. This momentum shows a promising future for the sport across the continent.” — Pascale Mugwaneza.
“Vision is everything. The vision is clear to build a successful product, but also one that is representative of Africa. Keeping the uniquely African aspect of the game is important, and having the right team is what makes ex*****on possible.” — Allison Feaster.
“The energy, the vibe, the content, the influencers, the halftime performances — it all shows how powerful the experience has become. You can clearly see the sponsorship opportunities and the growing ecosystem around the game.” — Jessica Motaung.
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