Ford formalises NBA partnership in Africa

Car manufacturer Ford has sealed a partnership with the North American NBA basketball league that will span Africa.

The length of the deal between Ford Motor Company of Southern Africa and the NBA was not disclosed, but the agreement will begin with the 2016-17 season.

The partnership grants Ford exclusivity in the automotive category and is the first such partnership for the NBA in Africa.

Ford will activate around the NBA’s signature events, including the NBA Finals, Basketball without Borders Africa, and the inaugural Junior NBA League in Johannesburg, which tips off tomorrow (Saturday).

“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 NBA vice-president and managing director for Africa, Amadou Gallo Fall. “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.”