BrandArena: Ford expands African NBA partnership

Monday 9 May 2016

Ford expands African NBA partnership

The National Basketball Association (NBA) has partnered with Ford Motor Company of Southern Africa in a multi-year deal across sub-Saharan Africa.

The partnership grants Ford an exclusive presence in the automotive category of sponsorship, which is a first such partnership for the NBA in Africa. The car giant’s logo will be visible at most of NBA Africa’s signature events including the NBA Finals, “Basketball without Borders Africa”, and the inaugural Jr NBA League in Johannesburg,

Ford was an official partner of NBA Africa Game 2015, the first NBA game on the continent, which took place in Johannesburg’s Ellis Park Arena in 2015. Ford also hosted and put its name to the fan zone at the game.

“Ford was integral in staging our first NBA Africa Game, and we are pleased to now welcome Ford as a full marketing partner of the NBA in Africa,” said Amadou Gallo Fall, NBA vice president and managing director for Africa. “Through this partnership and the launch of our first Jr. NBA League in Johannesburg, we look forward to working with Ford to grow basketball and teach the values of the game throughout sub-Saharan Africa.”

The NBA opened its African headquarters in Johannesburg in 2010.

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