The Basketball Africa League (BAL) announced on Sunday a multiyear partnership with Flutterwave that makes the payments technology company an associate partner of the BAL.

The inaugural BAL season kicked off on Sunday at the Kigali Arena in Kigali, Rwanda, with 12 teams from across Africa competing in the new professional league. The first BAL finals will be held Sunday, May 30.

Flutterwave, which was founded in 2016 and recently named among Time Magazine’s 100 Most Influential Companies, provides innovative payment solutions to more than 290,000 businesses and has an infrastructure reach in more 33 African countries, including Rwanda, Nigeria, Kenya, South Africa, Tanzania, Uganda and Zambia.

The partnership will leverage the BAL and Flutterwave’s shared commitment to driving economic growth across the continent through the launch of a digital campaign that will provide select African entrepreneurs and small businesses with an opportunity to travel, connect and engage with other African markets.

“As a lifelong basketball fan, I am excited that we are able to team up with the BAL as it tips off its inaugural season,” said Flutterwave Chief Commercial Officer Ifeoluwa Orioke. “There’s progress going on in Africa and this is the time to tap into the enthusiasm of young people to unite the continent and open doors for young Africans through sports.”

“Technology plays an important role in basketball and our ability to make our content and products accessible and convenient for fans to consume,” said BAL President Amadou Gallo Fall. “This partnership also reflects our ambition to play a role in the industries that will shape the continent’s economic growth, facilitate entrepreneurship and strengthen the continent’s position on the global stage.”

Champions from the national leagues in Angola, Egypt, Morocco, Nigeria, Senegal and Tunisia earned their participation in the inaugural season. The remaining six teams from Algeria, Cameroon, Madagascar, Mali, Mozambique and Rwanda, secured their participation through BAL qualifying tournaments conducted by FIBA Regional Office Africa across the continent in late 2019.

• A Tell report