Revolution Workshop, a Rwandan clothing brand, this week announced a collaboration with APR Basketball Club, to produce high-quality clothing in a variety of styles and designs, all featuring the club’s logo, to be worn by fans during the Basketball Africa League (BAL) that is set to unfold in Kigali from May 17. BAL is a professional basketball league established in 2019 through a partnership between the National Basketball Association (NBA) and the International Basketball Federation (FIBA). Revolution Workshop is one of the companies that are trying to position themselves to cash-in on the BAL which will be hosted in Rwanda for the fifth consecutive season. Fashion brands, hotels, transport services, hospitality providers, and branding companies are among the many businesses that stand to benefit, either directly or indirectly, from the BAL. ALSO READ: BAL 2025: Teams start to jet in ahead of Nile Conference Olivier Tamba, Creative Director at Revolution Workshop, believes the fashion industry holds massive potential for generating revenue through various avenues, sports being one of them. He highlighted the BAL as a key platform to capitalise on. “When you look at the NBA or European leagues, fashion plays a key role in sports. It is one of the most effective ways to make money. What we are trying to do now is explore how sports can generate revenue through events and other things,” he noted. When asked whether he believes the BAL can help promote his work, he responded confidently: “Yes.” He highlighted the league’s broad reach and ability to bring together diverse groups of people on one platform. His company specialises in basketball-inspired apparel, including jackets, hats, and t-shirts. The brand has also partnered with Visit Rwanda, and its clothing proudly features the logos of both APR and Visit Rwanda. Beyond fashion, the BAL is creating opportunities across various sectors. Hospitality venues are hosting teams competing in the Nile Conference, as well as BAL officials. A spot check at luxury establishments revealed that hotels like the Radisson Blu and Convention Centre, as well as the Marriott Hotel, were fully booked due to the influx of guests attending the league. The league is also engaging emcees, cheerleaders, musicians, ushers, and transport providers, further contributing to local economic activity. ALSO READ: BAL 2025: Minister Mukazayire assures APR of full support Brian Shema, a Rwandan emcee who will be hosting the BAL for the fourth time in a row this year, says it has not only given him exposure but experience since they work at a level almost “similar to the NBA.” He said there are many Rwandans like him who are getting jobs from the event venues including ushers, musicians, entertainers and so on. BAL economic value According to Clare Akamanzi, CEO of NBA Africa, in just four years, the BAL has generated $250 million to Africa's GDP and that up to 37,000 jobs have been linked to BAL's ecosystem. Candy Basomingera, the Deputy CEO of Rwanda Convention Bureau (RCB), in a Visit Rwanda media event in Dakar, Senegal on May 3, said that since 2021, Rwanda has hosted over 70 international competitions and sports events, generating more than $50 million in revenues. Besides the Nile Conference games that will take place at the BK Arena, there are various activities planned off the court, including networking evenings, concerts, and an innovation summit. In general, BAL 2025 is featuring 12 teams, with the regular season divided into three conferences: - the Nile Conference, the Sahara Conference, and the Kalahari Conference. Following the conference stage, the competition will progress to the playoffs and finals, set to be held in June in Pretoria, South Africa. ALSO READ: Returning Noel says has “unfinished business” at BAL Since the BAL’s inception, Petro de Luanda and US Monastir remain the only teams to have qualified for all five BAL seasons. In 2023, the BAL and the government of Rwanda, through the Rwanda Development Board (RDB), Ministry of Sports, and RwandAir announced a multi-year extension of their collaboration that will see the BAL continue to play games at BK Arena in Kigali, Rwanda each season, including the BAL Playoffs and Finals in 2024, 2026 and 2028. The extension made “Visit Rwanda,” the country’s marketing and tourism initiative, continue as a Foundational and Host Partner of the BAL. Through the agreement, Visit Rwanda will continue to be showcased on BAL team uniforms and at the BAL Combine.
