• Loading stock data...
Monday, February 10, 2025

J. Cole Set to Join NBA’s Basketball Africa League

  • J Cole is joining the Rwanda Patriots of the Basketball Africa League, the centerpiece of the NBA’s investment in Africa.
  • The league features 12 teams, each hailing from a different country.
Jeremy Brevard-USA TODAY Sports/Design: Alex Brooks

It looks like J. Cole will be taking his talents to the Basketball Africa League. If he can make shots with the same consistency he delivers No. 1 albums, he’ll be a difference-maker.

Basketball has been a constant theme of the St. John’s walk-on turned multi-platinum rapper’s music. He earned an estimated $31 million in 2019, per Forbes, and was the first artist signed to Jay-Z’s label Roc Nation.

His RS Dreamer sneaker, produced in partnership with Puma, has been worn in NBA games by Kyle Kuzma, Rajon Rondo, and others. Jay-Z joined Puma as creative director in 2018. Last week, the company reported that Q1 2021 revenue was up 25.8% year-over-year to $1.88 billion.

Cole should provide a jolt of star power to the BAL as it gears up for the start of its inaugural season on May 16, two days after Cole releases his sixth album, “The Off-Season.”

  • The Basketball Africa League, a 12-team league founded by the NBA and FIBA, was initially set to launch in March 2020. 
  • Nike and Jordan Brand are sponsors of the league will produce jerseys for half of the league’s teams. Pepsi is also a sponsor.
  • Each team hails from a different country, with every region of Africa represented. Cole is joining the Rwanda Patriots.

The BAL is the centerpiece of the NBA’s investment into Africa. Last August, the league appointed investment banker Victor Williams, formerly of Goldman Sachs and Standard Bank Group, to lead its development efforts on the continent.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

breaking

Arbitrators Find for A-Rod, Marc Lore in Timberwolves Ownership Battle

Rodriguez is set to become an NBA owner after a yearslong saga.
Feb 9, 2025; New Orleans, LA, USA; Recording artist SZA and recording artist Kendrick Lamar perform during halftime Super Bowl LIX at Caesars Superdome.

Nike’s Huge Super Bowl: From Jalen Hurts to Kendrick and Serena

Kendrick Lamar wore Nikes in the halftime show; Serena Williams wore Converse.
Doncic protest

Mavs Owner Patrick Dumont Defends Luka Trade While Mark Cuban Mocks It

Dumont insisted that his team won’t move to Las Vegas.

Featured Today

Brady and Mahomes

Chiefs Fatigue Is Real. It’s Nowhere Near Patriots Hate Yet

People who have covered both teams say the difference is stark.
Nov 24, 2024; Inglewood, California, USA; Philadelphia Eagles quarterback Jalen Hurts (1) celebrates with running back Saquon Barkley (26) after the Eagles defeat the Los Angeles Rams during the first half at SoFi Stadium.
February 7, 2025

How the Eagles Reinvented Championship Roster Construction

Philadelphia is one of the most innovative franchises in the NFL.
February 3, 2025

‘Ultimate Throwback’: The Unimpeachable Cool of Hartford Whalers Gear

Nostalgia and street cred have driven a consistent frenzy for merch.
January 20, 2024; Santa Clara, CA, USA; Kristin Juszczyk, wife of San Francisco 49ers fullback Kyle Juszczyk (44), before a 2024 NFC divisional round game against the Green Bay Packers at Levi's Stadium.
February 1, 2025

The New WAGs: Sports Wives Building Business Empires

Athletes’ wives and girlfriends are bucking stereotypes and cashing in.

Gavin Newsom Reveals Status of 2028 Olympics As Los Angeles Wildfires Roar

Gavin Newsom says there’s a “Marshall Plan” to rebuild Los Angeles.
Paralympics Tiktok
August 25, 2024

The Wildly Successful Paralympics TikTok Account Isn’t What You Think

A cheeky TikTok account is opening the world of Paralympic sports.
August 30, 2024

Premier League Transfer Spending Has Already Topped $2 Billion As Deadline Looms

Saudi Pro League teams haven’t yet matched their English counterparts.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
August 11, 2024

Passing of the Torch: Los Angeles Set for Olympic Firsts in 2028

The city last hosted the Summer Olympics in 1984.
August 1, 2024

Saudi Arabia Submits Bold World Cup Bid That Includes a Cliffside Arena

The Saudis are proposing a new stadium in a futuristic city called Neom.
John John Florence (USA) surfs in men’s round two competition during the Tokyo 2020 Olympic Summer Games at Tsurigasaki Surfing Beach.
July 29, 2024

Olympic Surfers Won’t Get Their Full Paris Moment

‘We’re kind of separate off on our own little thing over here.’
Teahupo'o Tahiti Surfing
July 26, 2024

Olympic Surfing Crashes on Tahiti Like a Wave

For Teahupo‘o’s locals, the Olympics are a mixed blessing.