NBA and UnitedMasters extend partnership to amplify music impact in Africa

The move looks to leverage the popularity of music, basketball and the NBA on the continent to showcase African musicians and positively impact African youth.

“UnitedMasters’ collaboration with NBA Africa will empower independent musicians by providing UnitedMasters artists with the opportunity to have their music featured across the league’s social media channels in Africa,” a statement reads. “The relationship will connect artists with NBA Africa, resulting in access to African audiences and the ability for artists to amplify their music to fans across the continent.”

The announcement builds on a relationship between NBA and UnitedMasters’ that began in 2018. 

In Nigeria, NBA Africa has opened a dedicated office to support the league’s basketball and business development initiatives in the country, including grassroots basketball development programming and social responsibility efforts that improve the lives of young Nigerians and their families.

“Our collaboration with the NBA has been since day one a great articulation of our company at its best: finding the shared value between sports and music, to the benefit of both,” UnitedMasters CEO Steve Stoute said. “As UnitedMasters expands into Africa, deepening our collaboration only makes sense: the audience appeal of each is a huge opportunity for the other. Together, we’re ensuring breakthrough Nigerian artists can access a global stage in an instant, while at the same time allowing the league to align directly with the tastes and ambitions of their next two billion fans.”

NBA vice-president and country head for Nigeria Gbemisola Abudu said: “We’re excited to expand our collaboration with UnitedMasters, who share our commitment to inspiring and connecting youth across Africa and around the world. As we continue to integrate the NBA into the key pillars of culture in Nigeria, we believe this relationship will enable us to showcase the tremendous passion for music and basketball on the continent and bring fans together around their shared love of both.”

In February, a number of Nigerian musicians including Burna Boy, Tems and Rema headlined the NBA All-Star Game half-time show with an Afrobeats-themed performance. Then, in June, UnitedMasters partnered with Nigerian producer Sarz’s 1789 imprint to empower emerging African artists. 

“My team and I have always been committed to supporting the development and empowerment of African music producers,” Sarz said about the collaboration. “We can now create even more global opportunities and resources for both artists and producers on the continent. As our partnership with UnitedMasters grows, we will explore different avenues to enhance the African music industry.”