• NBA REC University Tournament Will Feature Men’s and Women’s Teams from 40 Public and Private Universities Across Five Cities in Egypt
• Jr. NBA/Jr. WNBA Tournament Will Expand to Include Nearly 150 Boys’ and Girls’ Teams from More than 50 Private Schools in Alexandria and Cairo

NBA Africa (www.NBA.com) and Senyorita For Food Industries, a leading manufacturer of snack foods in Egypt, through its chip brand Lion, yesterday announced a collaboration to launch the NBA’s first university basketball tournament on the continent and the largest Jr. NBA/Jr. WNBA tournament ever in Egypt.

The announcement was made by Senyorita Chief Operating Officer Sherif El Nokaly and Head of NBA Egypt Mohamed Motaleb-Abdel Soliman at a signing ceremony in Cairo.

The NBA REC University Tournament will feature 3-on-3 competition between men’s and women’s teams from 40 public and private universities across five cities: Alexandria, Assyiut, Cairo, Giza and Mansoura.  Operated by Events Plus, the league will tip off in April and conclude with the playoffs and finals in Cairo in May.

Lion joins existing partners Allianz and Maven Developments as Official Partners of the Jr. NBA/Jr. WNBA tournament in Egypt, which this year will expand to include nearly 150 boys’ and girls’ teams of youth ages 14 and under from more than 50 private schools in Cairo, and for the first time, Alexandria.  The expanded tournament – also operated by Events Plus – tipped off in Dec. 2025 with the Eastern Conference in New Cairo and the Western Conference in New Giza and will culminate with the playoffs in February and 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.”

“Our collaboration with Senyorita is a significant milestone in our ongoing efforts to create more opportunities for Egyptian youth to learn and play basketball,” said Soliman.  “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, the league’s global youth basketball program for boys and girls, teaches the fundamental skills and core values of the game – teamwork, respect, determination and community – at the grassroots level in an effort to help grow and improve the youth basketball experience for players, coaches and parents.  Last year, Jr. NBA/Jr. WNBA programming reached more than 390,000 youth in more than 40 countries across Africa.

Following the opening of the Africa Cup of Nations 2025, TECNO extends its tournament presence into public spaces across Morocco through a series of TECNO AI pop-up stores and fan zones in Rabat and Casablanca. Designed to bring AI-powered innovation closer to consumers, these spaces allow visitors to experience how TECNO AI enhances everyday smartphone usage, from photography and gaming to productivity and entertainment. In total, the brand activated four experiential venues, two pop-up stores and two fan zones, with one of each established in both cities, creating a parallel rollout across Morocco’s major urban centers.

The opening ceremony marked the starting point of TECNO’s AFCON “Power Your Moment” campaign, welcoming invited clients, guests, and partners as the tournament officially began. From the same day, the brand opened its physical spaces to the public, shifting from a symbolic brand moment to hands-on consumer engagement.

This approach enables TECNO to stay connected with fans throughout different stages of the competition, offering repeated opportunities to discover TECNO AI features in real-life scenarios rather than limiting interaction to a single event. Special performances featuring live juggling ball demonstrations alongside African song and dance were presented on December 21 and are scheduled to return on January 18, creating a vibrant environment that blended technology, culture, and entertainment.

TECNO AI Pop-Up Stores: An Immersive Fan-First Experience

The TECNO AI pop-up stores, deployed in Casablanca and Rabat and located near Mohammed V Stadium and Prince Moulay Abdellah Stadium respectively, are designed as immersive, consumer-centric environments rather than conventional retail spaces. Open for a limited period during the AFCON 2025 tournament, each location combines product discovery with interactive AI demonstrations, allowing visitors to test TECNO AI features directly across multiple touchpoints.

Upon arrival, guests are welcomed in a reception area offering complimentary gifts and guided experiences, while simple interactive challenges encourage participation and social sharing. By connecting physical interaction with digital engagement, the pop-up stores translate advanced AI technology into clear, tangible benefits that consumers can immediately understand and enjoy.

At the heart of the TECNO AI pop-up store, the AI Experience Area brings TECNO AI to life through practical, real-world applications showcased on large-format screens and interactive stations. Visitors can test TECNO AI features hands-on, discovering how AI enhances everyday moments such as photography, content creation, and daily productivity. By placing consumers directly in control of the experience, the activation positions TECNO AI not as a distant technology, but as an intuitive, accessible tool designed to make daily smartphone use smarter, easier, and more creative.

A fashion-inspired clothing swap installation offers jerseys representing the 24 national teams competing in AFCON 2025, allowing fans to express tournament allegiances while engaging in a creative, participatory activity. Nearby, the Champions Road installation invites visitors to interact with a team matchup chart using magnetic team markers, encouraging predictions and photo sharing that extend the experience beyond the physical space.

The Product Experience Area provides hands-on access to TECNO’s latest smartphone lineup and connected devices, supported by on-site brand representatives. A customization station allows visitors to personalize their phones with tournament-themed back stickers, creating tangible mementos linked to the AFCON experience. Photo areas throughout the pop-up stores offer opportunities to capture moments against branded backdrops, while a CSR Culture Wall highlights TECNO’s community initiatives and long-term engagement in youth development and grassroots football across Africa.

TECNO Fan Zones: Bringing Fans Together Beyond the Stadium

Alongside the TECNO AI pop-up stores, TECNO’s fan zones are established in Casablanca and Rabat, located at Anfa Park and OLM Souissi respectively, as open-access community spaces operating throughout match days. Freely accessible to the public, without purchase or registration requirements, the fan zones welcome football supporters and passersby alike, emphasizing shared experience over transaction. These spaces feature relaxed product discovery areas, free photo-taking and printing services, and interactive challenges designed to encourage participation.

Skill-based football challenges, including juggling and heading activities, animate both the pop-up stores and fan zones, creating moments of spontaneous interaction and crowd engagement. Giveaway mechanics are tied to simple social media actions, while classification-style photo activities encourage visitors to capture and share moments online without competitive pressure, prioritizing participation and community visibility.

By activating simultaneously in Rabat and Casablanca and maintaining a presence across match days with special programming on key dates, TECNO establishes a sustained physical footprint throughout the AFCON period. Rather than limiting its engagement to the opening ceremony, the brand positions its pop-up stores and fan zones as ongoing touchpoints within the rhythm of the tournament, embedding technology, football, and urban culture into everyday public life during AFCON 2025 in Morocco.

As a major telecommunications player, the Group provides connectivity and innovative services to ensure an optimal experience for fans, players and media across the continent. For this edition held in Morocco, ten of the national teams are from countries where Orange operates, and six are sponsored by Orange.

This partnership reflects the shared commitment of Orange and the Confederation of African Football (CAF) to promote inclusive, innovative and accessible African football.

Max it: the AI enriched super-app at the heart of the fan experience

With over 22 million active users across 15 countries, the Max it mobile app will be at the core of Orange’s digital offering during the TotalEnergies CAF Africa Cup of Nations, Morocco 2025. This all-in-one super-app enhances the supporters’ experience through the “Digital Fan Zone,” allowing real-time updates on the competition. It will also enable users to watch matches live, access interviews and summaries, and even create their avatar to share their passion for football within their community.

This space is complemented by a conversational bot, “MaxGoal,” equipped with advanced artificial intelligence technology. MaxGoal can instantly respond to fans’ questions (schedule, results, standings, etc.) in French, English, or Arabic, and also understands some local languages like Wolof or Darija for an even more inclusive experience.

A tournament under the sign of inclusion

Additionally, Orange will set up physical Fan Zones in several African countries to allow everyone to experience the competition in a friendly atmosphere. In Morocco, solidarity Fan Zones will be created within 25 local associations, including youth centers, for the benefit of children from urban and rural areas. These spaces will be equipped by Orange with screens, connectivity, and technical devices, ensuring equitable access and an immersive experience for all.

In the same spirit, Orange Digital Center Champions 2025, organized ahead of the football tournament, brought together over 1,300 young talents from 14 African and Middle Eastern countries around coding challenges. This initiative illustrates Orange’s commitment to fostering dialogue between sport and innovation, celebrating African talent, creativity, and youth.

Yasser Shaker, CEO of Orange Middle East and Africa, comments: “We are proud of our partnership with CAF, because football is more than just a sport — it’s a shared passion that unites and empowers communities across Africa. This year, with Max it, we are bringing our digital vision to life by delivering a fully integrated experience. Our customers can now immerse themselves in the excitement of the AFCON fan zone and experience the TotalEnergies CAF Africa Cup of Nations, Morocco 2025 — closer than ever to the action. This initiative reflects our deep commitment to supporting our customers’ love for football and creating unforgettable moments that inspire and bring together millions across the continent. Together, we celebrate the spirit of football — a symbol of hope, unity, and shared dreams.”

Whether in Africa or Europe, Orange is committed to the sustainable development of football and the promotion of diversity. Sport, and football in particular, is a powerful vector of inclusion that connects millions of people, bridges cultures, and inspires African youth. Through innovation and solidarity, Orange continues to affirm its role as a key player in the development of sport on the continent.

Orange has been the official and exclusive global telecom partner of CAF since 2008. In this role, Orange is currently supporting the continent’s major competitions, including:

• CAF Women’s Africa Cup of Nations Morocco 2024
• CAF U-20 Africa Cup of Nations Egypt 2025
• TotalEnergies CAF Africa Cup of Nations Morocco 2025
• CAF School Championship 2025/26