Toronto Raptors president and Giants of Africa co-founder, Masai Ujiri, has reiterated the financial benefits of investing in sports in Africa, describing its potential as "a lucrative venture.”

According to Ujiri, Africa continues to produce some of the biggest talents for the NBA, from former Raptors and Nigerian star Hakeem Olajuwon to Philadelphia 76ers and Cameroon center Joel Embiid, and many more in between.

And, with the game going more popular globally than ever, Ujiri sees potential for a bigger play; using basketball to accelerate economic development on the continent.

"Maybe the best thing I ever discovered that helped me in my career was the confidence in the continent and the confidence in the talent in the continent,” he said in the latest episode of Power Players.

"And if we grow the game, the spotlight will start to come to this continent.”

Ujiri’s main tool is the Giants of Africa, which he created in 2003 as a series of camps for boys and girls in various African countries.

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The initiative has since evolved into a platform for community education, and organization, as well as development.

In 2023, Ujiri presided over the 20th anniversary of the Giants of Africa in Kigali, Rwanda, convening teams from across the continent for a week-long festival.

Also present for most of the festivities was President Paul Kagame.

Infrastructure at heart

Infrastructure is critical to Ujiri’s vision. Just as he oversaw the construction of a state-of-the-art practice facility in suburban Toronto for the Raptors, Ujiri is building neighborhood basketball courts across Africa, including Rwanda.

Through a separate company, he’s also a partner in the upcoming Kigali-based Zaria Courts, a series of real estate developments to sit alongside sports facilities like BK Arena.

The NBA has benefited tremendously from its global expansion, most notably through top-tier players. For the past six seasons, the league’s most valuable player has been foreign-born, including two with African roots (Embiid and Giannis Antetokounmpo).

In his day job at the Raptors, Ujiri leans into the team’s stature as the only international NBA franchise. In the past few years, its roster has featured African players including Pascal Siakam and Precious Achiuwa, both of whom Ujiri met through youth camps in Africa.

Using basketball as a tool for development has led Ujiri to advocate at the highest levels, building friendships with global figures like former US President Barack Obama, among others.

Ujiri says he sees those relationships as part of a broader network that includes players, campers, and local leaders—access that comes with a mandate.

"God has blessed me with this—to be from this continent, to have this opportunity to know all these world leaders, all these people, to have incredible friends, whether it’s in communities or anywhere,” Ujiri says.

"Somehow I have to bring people together."