Singer Bruce Melodie has ventured into sports investment by financing local basketball club United Generation (UGB).

"Bruce Melodie, together with his business team, is thrilled to announce a significant investment in the basketball team, United Generations for Basketball (UGB BBC), a distinguished Division 1 team,” read a statement by the club on Thursday, January 18.

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Without divulging details of the investment, the club said the strategic move signifies a profound commitment from Bruce Melodie and his team to play an instrumental role in guiding the development of youth through sports and education.

"Their involvement, respectful of and building upon the legacy of the team's previous management, aims to provide impactful leadership and direction. This step is pivotal in ensuring the continued growth and success of UGB BBC, further elevating its standing in Rwandan sports,” the statement further read.

United Generations for Basketball (UGB BBC), a club that players in the Rwanda Basketball League, was founded with the vision of empowering the youth by integrating sports and education.

The partnership with the musician is aimed at nurturing young talents, so that they can pursue their sports careers and make a significant impact on Rwanda's burgeoning entertainment and sports sectors.

"Being part of UGB BBC, a team that shares my passion for youth empowerment, is incredibly fulfilling. We're not just here to invest; we're here to elevate UGB BBC to competitive excellence and vie for the title this season,” Bruce Melodie said.

Jean Luc Cyusa, UGB’s president welcomed the new partnership.

"Bruce Melodie and his team joining the UGB BBC family is a game-changer. Their support and vision are indispensable in achieving our competitive aspirations and advancing Rwanda as a leading sports tourism destination," he noted.