NBA Africa (NBA) and Senyorita For Food Industries, one of Egypt’s leading snack manufacturers, have announced a landmark partnership to deliver the National Basketball Association’s first-ever university basketball tournament on the African continent, alongside the largest Jr. NBA/Jr. Women’s National Basketball Association (WNBA) tournament ever staged in Egypt.
The collaboration, unveiled at a signing ceremony in Cairo, was announced by Senyorita Chief Operating Officer Sherif El Nokaly and Head of NBA Egypt Mohamed Motaleb-Abdel Soliman. The initiative marks a significant expansion of organised basketball development pathways for both university students and young players across the country.
The newly introduced NBA REC University Tournament will feature fast-paced 3-on-3 competition for men’s and women’s teams drawn from 40 public and private universities. Matches will take place across five major cities – Alexandria, Assyiut, Cairo, Giza and Mansoura. Operated by Events Plus, the tournament is scheduled to tip off in April, with playoffs and finals set for May in Cairo.
Senyorita, through its Lion chip brand, will also serve as an Official Partner of the Jr. NBA/Jr. WNBA tournament in Egypt, joining existing partners Allianz and Maven Developments. The youth competition has expanded significantly this year, with nearly 150 boys’ and girls’ teams aged 14 and under from more than 50 private schools in Cairo, and for the first time, Alexandria.
The expanded Jr. NBA/Jr. WNBA tournament, also operated by Events Plus, tipped off in December 2025 with Eastern Conference games held in New Cairo and Western Conference fixtures in New Giza. The competition will culminate in the playoffs in February, followed by the finals in April.
“Our collaboration with the NBA aligns perfectly with our mission to bring people together,” said Nokaly. “Whether it’s families, fans, or young athletes, we’re proud to support and inspire athletic communities through both great snacks and great moments.”
Soliman described the partnership as a major step forward for basketball development in Egypt. “Our collaboration with Senyorita is a significant milestone in our ongoing efforts to create more opportunities for Egyptian youth to learn and play basketball,” he said. “The NBA REC University Tournament and Jr. NBA/Jr. WNBA tournament will provide structured environments for aspiring players across the country to progress in their development while learning important values like teamwork, leadership and respect.”
The Jr. NBA/Jr. WNBA is the NBA’s global youth basketball programme for boys and girls, designed to teach fundamental skills and instil core values such as teamwork, respect, determination and community at the grassroots level. Last year, Jr. NBA/Jr. WNBA initiatives reached more than 390,000 young people across more than 40 African countries, underscoring the league’s growing commitment to youth development on the continent.
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