MTN Eswatini has renewed its commitment to basketball through a new partnership with the Basketball Association of Eswatini (BASE) and the Sports and Recreation Council, launching the MTN Basketball 3×3 Tournament as a platform to grow the sport and create opportunities for young players.
The tournament introduces a fresh approach to basketball development through the fast-paced 3×3 format, with regional qualifiers leading to national finals.
The initiative is expected to provide players with more opportunities to compete, showcase their skills and connect with the wider sporting community.
Speaking at the launch, MTN Eswatini Chief Marketing Officer Masheck Maseko said the partnership reflected the company’s renewed commitment to a sport it had supported previously.
“Basketball is not new to MTN. We have proudly supported the sport before, and when we stepped away, no major sponsor stepped in to continue that support. Today reflects our renewed commitment to helping the sport grow,” Maseko said.
He said MTN’s focus on young people made basketball 3×3 a natural fit for the brand, particularly because of the format’s energy, accessibility and competitive nature.
“Basketball 3×3 is fast, energetic and competitive. It reflects the vibrancy, boldness and energy that resonate strongly with young people and with the MTN brand,” he said.
Unlike the traditional basketball league previously supported by MTN, the company has deliberately chosen the 3×3 format to introduce a different and more accessible experience that can attract a broader youth audience.
Maseko said the tournament was about more than competition, with the partnership seeking to contribute to the broader development of basketball in Eswatini.
“Beyond basketball, this is about creating a movement that celebrates youth culture, talent, entertainment and community engagement,” he said.
The tournament will feature regional qualifiers and national finals, creating a structured pathway for players to compete at different levels while increasing the visibility of the sport across the country.
Maseko also expressed appreciation to BASE and the Sports and Recreation Council for sharing MTN’s vision of using sport as a platform for youth development and community engagement.
The launch was attended by Sports and Recreation Council CEO Darius Dlomo, BASE President Clement Dlamini, MTN Eswatini CEO Jerry Soko, MTN representatives, players, coaches, members of the media and basketball enthusiasts.
Maseko described the launch as the beginning of a wider movement to reignite interest in basketball and inspire young athletes.
“Today is not simply the launch of a tournament. It is the beginning of a movement to reignite basketball in Eswatini and create new opportunities for our youth,” he said.
He challenged young people to embrace the platform and use it to showcase their potential.
“To every young person in the country, this tournament is your stage. Bring your energy, bring your talent, and show Eswatini what is possible,” Maseko said.
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