The National Association of Basketball (NBA), in a move to impact its fanbase in Nigeria beyond the court, launched the NBA Meets Culture initiative in 2022, which started with the NBA Meets Arts event that took place in Lagos, Nigeria, during art week.
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The second edition of the NBA Meets Art event, also held in Lagos, featured the work of mixed-media artist and sculptor Dennis Osadebe, who embarked on a mission to capture the soul of the community born from the love of basketball.

Speaking with Omolola Ajadi, the Vice President of NBA Africa and the Country Head of NBA Nigeria, Gbemisola Abudu, revealed that basketball is more than just a sport but also a tool for grooming future leaders.

Question: How is the NBA using art and basketball as a tool to connect people and build the community?

Gbemi: The NBA is known as a pioneer of fashion, music, art, etc. in the United States, and this made it easy for us to get integrated into Nigeria. Nigeria is one of Africa’s leading purveyors of culture. From art to fashion to music and film, we are known for our vibrant culture, rich heritage, and excellence. This is why we launched the NBA Meets Culture platform last year, which started with the NBA Meets Art event where we had photographic exhibitions. For the second edition this year, we decided to have an actual art installation that emphasises community and togetherness. This has given us an incredible opportunity to engage with our fans and the community in ways unique to our brand and Nigeria.
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Also, in using basketball and sports in general to encourage community building, our goals in Nigeria are that we want young boys and girls to participate in basketball from a young age. This means: how do we ensure that basketball is included in the curriculum in schools, and how do we ensure that the proper infrastructure is easily accessible to them?

Although we know that only a small percentage of these young ones will get an opportunity to play basketball professionally, we are focused on the impact and the life skills they will acquire from playing basketball. Basketball is a team sport; you learn about teamwork and coordination from a very young age. There is no work you do that doesn’t require working with others. You learn about critical thinking, communication and listening skills, confidence, and basic skills you need to succeed. Research shows that when people are instilled with these skills at a very young age, they get a leg-up in life, so for the NBA, our Jr. NBA programming provides that opportunity to get these skills with basketball, which are also essential for community and National building.
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Question: What are your hopes for the future of basketball in Nigeria?

Gbemi: Like I mentioned earlier, it will be a great achievement if more youth in Nigeria start playing basketball, from a young age to the elite. I believe this will further unlock many opportunities in the basketball industry for them and Nigeria at large.

Also, the NBA and BAL games are very easily accessible to basketball fans in Nigeria to stream on their TV and mobile devices, just as it is for football fans.

Finally, basketball and sports in general are becoming major contributors to the Nigerian economy. Research shows that sports only account for .005% of our GDP, whereas in countries that have tapped into its potential, it contributes about 5% to their overall GDP. I believe that when harnessed correctly, sports can contribute to a country’s GDP. From sports research and development to tourism, and the trade of sports products, all these elements can be utilised to bridge the employability skills gap and serve as a driver of economic growth and prosperity.

Question: Lastly, who is your favourite NBA player?

Gbemi: Haha, I can name a handful of NBA players with great skills and talents but since we are currently in Nigeria, I would say Hakeem Olajuwon.
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