By After the historic triumph at the Africa Cup of Nations (AFCON), passing the torch to the Basketball Africa League (BAL) is not just about sport; it is a strategy for economic sovereignty and nation branding. Under the leadership of Amadou Gallo Fall, the BAL has become the strongest bridge between NBA expertise and the continent’s raw potential.
Pushing “Destination Senegal” is particularly critical at this moment.
From this perspective, the BAL represents:
1. A measurable economic driver
The BAL is no longer just a tournament; it is an industry. According to the latest 2025 figures, the competition has generated nearly 14 billion CFA francs ( 250 million USD) in economic impact and contributed to the creation of more than 37,000 jobs (direct and indirect) in host countries such as Senegal , Rwanda, Egypt , South Africa , It impacts hotels, transportation, and local arts and crafts, local culture at large..
2. Dakar, the hub of the “Sahara Conference”
By regularly hosting the Sahara Conference at Dakar Arena, Senegal has established itself as a must-stop destination. This visibility attracts investors and global brands (Nike, Jordan, as well as strong local champions like Wave and Air Sénégal), proving that the country can host events that meet the most demanding international standards.
3. Breaking stereotypes: Africa as a “lifestyle” destination
The BAL has changed how Americans—and the world—see Africa. Watching NBA stars, international artists, and influencers move freely around Dakar without apprehension radically reshapes perceptions of risk. Senegal is no longer marketed solely for its beaches, but as a crossroads of urban culture, fashion, and sporting excellence.
4. The springboard to Dakar 2026 YOG
The BAL is the ideal full-scale rehearsal for the Dakar 2026 Youth Olympic Games (YOG). It helps to:
- Test and fine-tune infrastructure (Dakar Arena, transport networks)
- Train human resources (referees, statisticians, logistics professionals)
- Secure Senegal’s place on the global calendar of major sporting events ahead of the 2026 milestone
The challenge ahead
The strategy of “strengthening our footprint at any cost” makes sense, given the fierce competition. Countries like South Africa and Morocco are investing heavily to become key hubs of the league. Senegal must therefore continue modernizing its offering and easing access for investors, so that this added value is not temporary, but structural.
The BAL in the land of champions
In the end, Paris-Dakar—The Dakar rally —slipped away from us. It went elsewhere, carrying our label with it. The BAL must not follow the same path. AFCON has made us an attractive country; let’s make it even more attractive with the BAL. That is the best service we can offer to Senegalese youth and to Africans who are watching us.
Mamadou Kassé
Journalist
madoukasse@yahoo.fr
