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Record 15 Marketing and Merchandising Partners to Support 2026 Basketball Africa League Season

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Africa

The BAL’s sixth season will reach fans in more than 200 countries and territories, including all 54 countries in Africa

DAKAR, Senegal, March 27, 2026/APO Group/ —– Five New Partners Join for Sixth BAL Season Tipping Off Today in South Africa –

 

– BAL Games Will Reach Fans in More Than 200 Countries 

The Basketball Africa League (BAL) (www.BAL.NBA.com) today announced that a record 15 marketing and merchandising partners, including five new partners, will support the 2026 BAL season that tips off today at the SunBet Arena in Pretoria, South Africa.

New partners Amazon Web Services; FLEXX; PUMA; Qatar Foundation; and South African Tourism join returning Foundational Partners Rwanda Development Board and Wilson as well as Official Partners AB InBev, Afreximbank, Air Senegal, Hyundai, RwandAir, the French Embassy of Senegal, ServiceNow and Wave.

The BAL’s sixth season will reach fans in more than 200 countries and territories, including all 54 countries in Africa.  Returning free-to-air and pay TV broadcast partners in Africa include Canal+ (pan-Africa), Rwanda Broadcasting Agency, RTS and 2STV (Senegal), SNRT (Morocco), TV5 Monde (pan-Africa) and ZAP TV (Angola and Mozambique).  BAL games and programming will also air on NBA TV globally, the NBA FAST Channel on leading FAST platforms including Samsung, Roku and Amazon Fire TV in the U.S., select FAST platforms in Canada and Mexico, Tencent Video and Tencent Sports in China, TSN and RDS Direct in Canada, and through livestreaming on the NBA App and NBA.com for NBA ID members.

 

 

 

“This incredible roster of new and returning partners reflects the sustained growth and momentum around the BAL and the African sports industry more broadly,” said BAL President Amadou Gallo Fall.  “We look forward to working with these amazing companies and organizations to engage BAL fans across the continent and around the world in new and creative ways throughout our sixth season.”

 

Below are highlights of each marketing and merchandising partners’ efforts:

 

  • AB InBev returns as the Official Beer Partner of the BAL through its Castle Lite and Budweiser brands.
  • Afreximbank will again serve as an Official Partner of the BAL4HER and BAL Future Pros programs in each host city, which provide professional development training for African youth pursuing careers in sport.
  • Air Senegal returns as Official Partner of the Sahara Conference group phase from Friday, April 24 – Sunday, May 3 at the Prince Moulay Abdellah Sports Complex in Rabat, Morocco, supporting guest travel from and returning to Senegal.
  • Amazon Web Services will serve as Official Technology Provider (cloud computing, cloud AI and cloud machine learning) of the BAL.
  • FLEXX will serve as an Official Off-Court Lifestyle and Team Fanwear Supplier of the BAL.
  • Hyundai returns as the Official Car Partner of the Kalahari Conference group phase from March 27 – Sunday, April 5 in Pretoria, featuring Hyundai Santa Fe and Hyundai Alcazar displays at the SunBet Arena and Fan Zone.
  • PUMA joins as the league’s Official Outfitter, supplying all official BAL team, fan and referee apparel, including game uniforms, warm-up gear, practice wear, accessories, and branded tops for participants in the league’s social impact and player programming.
  • Qatar Foundation will serve as an Official Community Partner of the BAL by supporting a variety of social impact and court development initiatives across all three host cities.
  • RwandAir returns as Official Airline Partner of the BAL.
  • Rwanda Development Board returns as a Foundational Partner of the BAL.
  • The French Embassy of Senegal will serve an Official Partner of the BAL School Tournament and International Basketball Day in Senegal, with more details to be announced at a later date.
  • ServiceNow will serve as Official Digital Transformation Partner of the BAL and support several networking and stakeholder engagement initiatives throughout the season.
  • South African Tourism will serve as Official Tourism Collaborator of the Kalahari Conference group phase.
  • Wave returns as an Official Marketing Partner of the BAL, Presenting Partner of the BAL4HER Elevate Camp, the BAL Rapatak Tournament, the BAL Tournoi des Quartiers Tournament, and the BAL Court Regeneration Event, and Official Partner of the BAL Business Brunch.
  • Wilson returns as a Foundational Partner and Official Game Ball Partner of the BAL.

Distributed by APO Group on behalf of Basketball Africa League (BAL).

Sports

Sanya Asian Beach Games Conclude, Showcasing China’s Openness and Asian Unity On and Off the Field

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Asian Beach Games

SANYA, CHINA – Media OutReach Newswire – 30 April 2026 – The ninth day of competition marked the conclusion of the sixth Asian Beach Games in Sanya, bringing the multi-sport event to a close. Gathering over 1,600 athletes from 45 countries and regions across Asia, the Games not only delivered high-level competition but also offered a window into the new phase of openness following the island-wide special customs operations of the Hainan Free Trade Port (Hainan FTP).

The smooth staging of the Games demonstrated Sanya’s capacity to host major international events. From competition venues stretching across 22 kilometers of coastline, to 22 designated hotels accommodating domestic and international guests, and the support of 4,680 volunteers, as well as touristic and cultural engagement activities, the host city’s organization and services received broad recognition. Abdulaziz Baeshen, Secretary General and CEO at the Saudi Olympic & Paralympic Committee, said, “The organization of this Asian Beach Games has been of a very high standard, once again demonstrating China’s outstanding capability in hosting major international sporting events.”

The success of the Games was underpinned by the policies of the Hainan FTP. Benefiting from visa-free access for citizens of 86 countries and event-specific facilitation measures, cross-border travel was efficient and seamless. Qatari athlete Ahmed Elmeniawy said, “The entry procedures were extremely convenient. It took less than two minutes to complete all arrival formalities — a truly excellent experience.” An official from the Saudi Olympic Committee also noted that the FTP policies and visa-free arrangements facilitated participation by delegations and promoted bilateral sports exchanges.

During the Games, Sanya launched a series of cultural tourism activities and consumer incentive packages centered on a “spectating plus vacation” model, boosting the integration of sports and tourism consumption. At the same time, the Asian Beach Games served as a platform for exchanges among Asian countries. During his visit to Hainan, Thomas Bach, Honorary President of the International Olympic Committee, said he felt “the unity of Asia.” Raja Randhir Singh, President of the Olympic Council of Asia, noted that despite differences in language and traditions, a shared passion for sport brings people together.

Although the Games have concluded, openness and cooperation continue. The event has provided valuable experience for the Hainan FTP in hosting major international events and demonstrated China’s continued efforts to expand high-level opening-up. The FTP will continue to deepen international exchanges and cooperation with an open and inclusive approach.

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6th Asian Beach Games opens in Sanya

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Asian Beach Games

SANYA, CHINA – Media OutReach Newswire – 28 April 2026 – The 6th Asian Beach Games opened on Wednesday evening in China’s tropical resort city of Sanya, with the opening ceremony held at the seaside Yasha Park.

Chinese State Councilor Shen Yiqin declared the Games open after 45 delegations marched in for the continental Games, which had previously been scheduled to be held in 2020.

After having twice been postponed, chiefly due to the COVID-19 pandemic, the Sanya Games has drawn around 10,000 participants, including 1,790 athletes.

The Games marks the first time Hainan has hosted a continental-level beach sports event. It is also the first major international sporting event since the island-wide Hainan Free Trade Port was inaugurated last December.

Scheduled from April 22 to 30, the Games features 14 sports, 15 disciplines and 62 events. It is the second time that China has hosted the Asian Beach Games, after the 2012 edition in Haiyang, Shandong Province.

China has sent a delegation of 255 members, including 171 athletes, competing in 13 sports and 60 events, marking the country’s highest participation in Asian Beach Games history.

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Vibrant Cultural Exchange Activities at ABG Athletes’ Village Foster Friendship Among Asian Youth

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Asian Beach Games

SANYA, CHINA – Media OutReach Newswire – 24 April 2026 – From April 22 to 30, the 6th Asian Beach Games (ABG) is being held in Sanya, Hainan, China. The Athletes’ Village, located at the Mangrove Tree Resort World Sanya Bay, has become a vibrant hub for athletes from across Asia to gather and connect.

From China’s Hainan rice noodles and India’s curry prawns to South Korea’s kimchi, a mouthwatering array of regional delicacies is on display. As athletes savor diverse flavors and share their culinary cultures, friendships are quietly blossoming over the shared joy of food.

Beyond cuisine, the Village also hosts activities that blend traditional Chinese culture with local Hainan charm. These events allow nearly 1,800 athletes from 45 countries and regions to use culture as a bond to forge genuine friendships off the field, perfectly embodying the Games’ aspiration of “Passing Friendship, Meeting in Sanya.”

As a main thoroughfare, the corridor in the Athletes’ Village International Zone buzzes with activity. Athletes from various nations often gather here to share amusing training stories, hometown delicacies, traditional songs and dances, and local folklore. Amid this lively hubbub, language and geographical barriers begin to close effortlessly. More than just a place to rest, the Village has become a true “home away from home” for the Games.

“I believe that when we come together for sports and cultural exchange, the most important thing is to fully engage in the sports themselves. That’s what helps us build friendships, and it’s a wonderful experience,” said Chaladol Boonsri, a Thai team official. He noted that athletes from across Asia have gained a deeper understanding of one another through these activities, forging closer ties that will ultimately make the world a better place.

The local Hainan cultural experience has become one of the most anticipated highlights of these exchange activities. Xing Liting, head of the Intangible Cultural Heritage (ICH) Exhibition Area at the Village, explained that athletes can get up close to ICH items such as Li brocade, coconut carving, and Li pottery, personally experiencing the unique charm of Hainan culture. On the other side of the Village, the Traditional Chinese Medicine (TCM) clinic has also proven highly popular, with many athletes making special trips to experience traditional therapies such as Tuina (massage) and moxibustion.

“I really love this experience. Immersing myself in Chinese culture is truly enjoyable,” said Chmaissani Issa, a Saudi Arabian ju-jitsu athlete, after trying his hand at Hainan rattan and bamboo weaving.

During the Games, the Athletes’ Village will host eight themed cultural performances, including “Quintessence of China,” “Joyful Songs of the Sea,” and “Trendy Sounds of the Free Trade Port.” The debut performance, “Quintessence of China,” took the stage on April 19. The spectacular show had athletes involuntarily clapping along to the rhythm. “This is my first time watching a Chinese performance in an Athletes’ Village, and it’s incredibly interesting,” Issa added.

An official from the Sanya ABG Organizing Committee stated that a professional service team had been assembled to fully address athletes’ daily needs during the competition. By offering diverse forms of care, such as birthday wishes and congratulatory messages for medal winners, the committee ensures that athletes can fully concentrate on their events while fostering mutual understanding and friendship in a relaxed and joyful atmosphere.

The 6th ABG marks the first comprehensive international sporting event held after the launch of independent customs operations at the Hainan Free Trade Port. The cultural exchange activities at the ABG Athletes’ Village not only serve as a bridge of communication for Asian youth but also showcase Hainan’s openness and inclusiveness to the world. “I look forward to making more friends, sharing training experiences, and exploring different cultures,” said Shhijir-Erdene Bat-Enkh, a Mongolian beach volleyball player. “This will undoubtedly become a beautiful, unforgettable memory for me.”

As the Games progress, the cultural exchange activities within this “home away from home” will also continue, allowing the seeds of friendship to take root and grow amidst the coconut breezes and coastal scenery of Sanya, and ensuring the spirit of the Asian Beach Games is continuously passed on through cultural integration.

 

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