PUMA Named Official Outfitter of Basketball Africa League in Multi-Year Deal Ahead of 2026

The Basketball Africa League (BAL) has announced a major multi-year partnership with global sportswear giant PUMA, marking a significant step in the commercial and cultural evolution of African basketball.

Under the agreement, PUMA becomes the Official Outfitter of the BAL, beginning with the 2026 season, which tips off on March 27 at SunBet Arena in Pretoria, South Africa.

Full Apparel Partnership Across the League

As part of the collaboration, PUMA will supply:

• Official team uniforms

• Warm-up and training gear

• Referee apparel

• Fan merchandise and accessories

• Branded apparel for BAL's social impact and player development programmes

This comprehensive outfitting deal positions PUMA at the centre of the league's on-court and off-court identity.

Expanding Fan Experience and Retail Access

The partnership also includes a strong retail component, with BAL fanwear set to be available through multiple channels:

• BAL arenas during games

• BAL's official online store

• PUMA's e-commerce platform

• NBA Stores and PUMA retail outlets in South Africa

Officials say the merchandise will reflect the "energy, diversity and creativity of African basketball culture."

Strategic Boost for African Basketball

BAL President Amadou Gallo Fall described the partnership as a milestone in elevating the sport across the continent.

"Our collaboration with PUMA reflects our shared commitment to elevating the African sports industry and basketball in particular," he said.

The deal is expected to:

• Enhance the professional standard of the league

• Improve the player and team experience

• Strengthen the BAL's global visibility and growth trajectory

PUMA Deepens Investment in Global Basketball

For PUMA, the agreement aligns with its broader strategy to expand its footprint in global basketball.

PUMA Vice President Johan Adamsson said the partnership will:

• Showcase the brand's performance technology

• Strengthen engagement with African and global basketball audiences

"We look forward to connecting with the many BAL fans globally," he said.

Growing Commercial Ecosystem Around BAL

PUMA joins an expanding list of BAL partners, including:

• Rwanda Development Board (Foundational Partner)

• Afreximbank

• Air Senegal

• Amazon Web Services

• Castle Lite

• RwandAir

This growing sponsorship portfolio reflects the league's rising commercial appeal.

2026 Season Set for Major Kick-Off

The upcoming BAL season will begin with the Kalahari Conference group phase in Pretoria, with:

• Tickets already on sale

• Fans granted access to BAL Fan Zones at arenas

Playoffs and finals tickets are also available, with further announcements expected in the coming days.

A Defining Partnership for African Sports

The BAL–PUMA collaboration represents a significant moment for African basketball, combining:

• Global brand expertise

• Local cultural identity

• Expanding commercial opportunities

As the league continues to grow, the partnership is expected to play a key role in professionalising the sport and amplifying Africa's presence on the global basketball stage.