Admedia Communications has entered into an exciting partnership with Agence Française de Développement (AFD), the National Basketball Association (NBA), and the Kenya Red Cross for the Basketball Experience (BE) engagement in Kenya. This initiative is part of the broader AFD and NBA partnership, focusing on combining basketball and education to promote sustainable development goals (SDGs) across several African countries. The project aims to build and renovate basketball courts, implement socio-educational programs, and raise awareness about the SDGs through sport.
“At the heart of our teamwork is a shared commitment to using media, sports, and humanitarian efforts to make positive changes and help communities. In our partnership, we’re not just working together; we’re touching the dreams of young, aspiring basketball players,” emphasized Jacob Ouma, Group Managing Director of Admedia Communications. This collaboration underscores the role of sport in personal development, social cohesion, and the promotion of universal values, aligning with the UN’s recognition of sport as a fundamental right.
Through the Basketball Experience, Admedia and its partners are not only nurturing young talent but also fostering hope, resilience, and a sense of belonging. The program includes basketball training combined with education and awareness-raising sessions on key SDG-related issues such as citizenship, gender equality, and waste management. These activities, organized in schools and sports facilities, aim to build confidence, resilience, and ambition among Kenya’s youth.
In partnership with AFD and NBA, Admedia is leading a transformative initiative to reshape Eastern Africa. Through compelling campaigns, innovative strategies, and community engagement, the initiative is redefining perceptions, empowering communities, and driving sustainable development. “Together, we’re creating a brighter future for Eastern Africa,” Ouma added, highlighting the transformative power of sport in achieving long-term societal benefits.
