NBA Africa and Senyorita For Food Industries, through its snack brand Lion, unveiled a landmark collaboration on Friday, Jan. 16, aimed at accelerating basketball development in Egypt. The partnership introduces the NBA’s first university basketball tournament on the African continent.
The announcement was made in Cairo by Senyorita Chief Operating Officer Sherif El Nokaly and Head of NBA Egypt Mohamed Motaleb-Abdel Soliman during a formal signing ceremony.
The initiative also strengthens the country’s largest youth basketball platform under the Jr. NBA/Jr. WNBA banner. Lion now joins Allianz and Maven Developments as official partners of the national youth competition.
University tournament expands national footprint
The NBA REC University Tournament will feature 3-on-3 competition for both men’s and women’s teams from 40 public and private universities. Games will be staged across Alexandria, Assyiut, Cairo, Giza and Mansoura.
Operated by Events Plus, the league will tip off in April and conclude with playoffs and finals in Cairo in May, creating a structured pathway for collegiate athletes nationwide.
Youth program reaches record scale
The Jr. NBA/Jr. WNBA tournament in Egypt will expand to nearly 150 teams of boys and girls aged 14 and under from more than 50 private schools. For the first time, the program will also include Alexandria alongside Cairo.
The competition began in December 2025 with conference play in New Cairo and New Giza and will culminate with the playoffs in February and finals in April.
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