The NBA has been actively promoting basketball in Africa for over 20 years, focusing efforts primarily in Senegal, home to the NBA Africa office and Basketball Africa League (BAL) headquarters. Despite not being profitable yet, the sport's popularity is growing on the continent. NBA Commissioner Adam Silver acknowledges the vast potential but also the challenges of effectively investing in the region. (Source: SBJ)
Notably, around 10% of current NBA players have African heritage. The BAL, featuring 12 teams across three conferences, is still meeting attendance and viewership goals despite a delayed start due to the pandemic. Silver emphasizes the focus on revenue growth over immediate profitability.
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