Maasai Ujiri founder of Giants of Africa. Photo by Giants of Africa
In a significant appointment that underscores his leadership beyond the basketball court, philanthropists Masai Ujiri and founder of Giants of Africa has been named a United Nations Sustainable Development Goal (SDG) Advocate.
This role places him among a distinguished group of global leaders tasked with raising awareness, fostering collaboration, and mobilizing action to accelerate progress on the 17 SDGs.
The appointment affirms Ujiri’s long-standing belief that sport is not just about competition, but also about empowerment, unity, and social transformation.
“The SDG Advocates play a vital role in inspiring global action and ambition to achieve the Sustainable Development Goals. I am pleased to welcome Mr. Masai Ujiri and Ms. Muniba Mazari to this distinguished group of leaders,” UN Secretary-General António Guterres said as he announced the new appointments.
A Global Platform for African-Led Solutions
The SDG Advocates program, first launched in 2016, is composed of a small but influential group of world leaders, activists, entrepreneurs, and creatives who use their platforms to champion the 2030 Agenda.
Previous members have included Nobel laureates, philanthropists, and heads of state, all serving as public faces of the global effort to advance the SDGs.
Their task is to connect local struggles to international debates and to keep the momentum alive in a decade where urgency is critical.
Ujiri now steps into this global circle with a mission to amplify African-led solutions and elevate initiatives tied to youth empowerment, education, inclusion, and equality.
For him, the appointment represents not only recognition of his past work but also an opportunity to connect the power of sport with the global development agenda.
With decades of experience in sports management and community engagement, he has shown how basketball can be harnessed to deliver educational, social, and economic outcomes.
By joining this distinguished group, he gains the ability to highlight innovations rooted in Africa while also contributing to international policy and program design.
From Nigeria to North America: A Journey of Firsts
Ujiri’s career trajectory has been groundbreaking.
Born in Nigeria, he discovered basketball as a teenager and pursued opportunities that eventually took him to Europe and later to North America.
His determination carried him to historic milestones, including becoming the first African general manager in a major North American professional sport.
His eventual rise to president of the Toronto Raptors marked a turning point not only for the franchise but for global perceptions of African leadership in elite sport.
His stewardship of the Raptors, culminating in the team’s 2019 NBA Championship, was a career-defining moment that resonated far beyond basketball.
The title became symbolic of what global cooperation, diversity, and trust in underrepresented talent can achieve.
Yet even as his professional success in North America soared, Ujiri remained deeply connected to his home continent.
He has consistently emphasized the potential of African youth and the transformative role sport can play in shaping their futures.
Mandela Enduring Legacy
A key influence in Ujiri’s journey has been Nelson Mandela, whom he has often described as “the father of Africa.”
Mandela’s legacy of resilience, justice, and youth empowerment has shaped Ujiri’s philosophy and approach to leadership.
In a 2018 open letter, Ujiri wrote, “Nelson Mandela has always been a personal hero of mine.
His legacy and the way he dedicated his life to making the world better are what inspired me to start Giants of Africa.”
On the Giants of Africa website, Ujiri has reflected on Mandela’s lessons, noting that the late South African leader taught people to rise above hate, despair, and spite.
It was this inspiration that pushed him to create a program where basketball would be more than a game.
For Ujiri, the sport became a vehicle to educate, inspire, and give young people the tools to pursue opportunities beyond their immediate environment.
Giants of Africa: Beyond the Game
In 2003, Ujiri founded Giants of Africa, a non-profit that has since grown into a continent-wide movement.
What began as basketball camps designed to train and mentor young athletes has evolved into a program that integrates sport with leadership development, life skills, and education.
“Sport doesn’t just unite people it breaks down barriers, builds hope, and transforms entire communities,” he has said.
Over the years, the organization has expanded across 17 countries, reaching thousands of young people.
Giants of Africa’s “Built Within” initiative, a commitment to constructing 100 basketball courts across the continent, has already resulted in dozens of new facilities, including ten in Rwanda alone.
These spaces are not just training grounds but community hubs where young people gather, learn, and build friendships.
Many participants have used the program as a springboard to opportunities abroad, with more than two hundred securing scholarships in North America.
Dozens have represented their countries on national teams, while others have gone on to play professionally in Europe and beyond.
The initiative has also grown culturally, with the Giants of Africa Festival becoming a showcase of Africa’s vibrancy.
The event blends basketball with music, art, and fashion, bringing together young athletes, musicians, and designers in a celebration that reflects a vision of a borderless Africa.
From youth-led forums to the Threads of Africa fashion show, the festival captures the idea that sport, education, and culture are inseparable forces for unity and progress.
Sport as a Catalyst for Economic Development
Ujiri’s vision extends well beyond the basketball court.
He has increasingly focused on how sport can serve as a driver of sustainable infrastructure and economic development.
One of the clearest examples is the Zaria Court in Kigali, Rwanda, a multi-purpose sports and cultural hub.
This development includes an 80-room hotel, retail spaces for local entrepreneurs, and a basketball facility.
It is projected to create more than 500 jobs, with a deliberate focus on opportunities for women and young people.
Such projects illustrate how sport can stimulate local economies, attract tourism, and empower communities.
They also align with global trends that recognize sport as a development tool.
Around the world, from football academies in West Africa to cricket initiatives in South Asia, sport is increasingly seen not only as entertainment but also as an engine for growth and opportunity.
Ujiri’s projects situate Africa firmly within this conversation, demonstrating that investment in sport can have far-reaching social and economic benefits.
The Giants of Africa Festival reinforces this vision by drawing athletes and visitors from across the continent and beyond.
It is more than a series of games; it is an ecosystem where young people connect with mentors, artists share their craft, and communities celebrate their collective identity.
In combining basketball with cultural exchange, Ujiri has shown how sport can create bridges that strengthen both local economies and continental unity.
A Global Mission with Local Roots
For Ujiri, the appointment as an SDG Advocate is not just a personal milestone but the continuation of a mission deeply rooted in his African identity.
He has often spoken about the ability of sport to transcend divisions, emphasizing its role in breaking barriers and building communities.
“Joining the SDG Advocates is a tremendous honor, and I’m excited to be part of a global movement that empowers youth and drives meaningful change around the world,”he said.
As he steps into this role, Ujiri stands at the intersection of sport, philanthropy, and global policy.
His challenge will be to use his visibility to keep youth at the center of development conversations while ensuring that African voices are not only included but amplified.
His career has demonstrated that the influence of sport stretches far beyond the arena, and his appointment now formalizes his place in shaping international efforts toward the 2030 Agenda.
From the Court to the World Stage
Masai Ujiri’s story is a testament to how personal passion, when aligned with vision and persistence, can transcend borders.
From the streets of Nigeria to the executive offices of the NBA, and now to the halls of the United Nations, his journey reflects the transformative power of sport in shaping societies.
As an SDG Advocate, Ujiri carries both the legacy of leaders like Mandela and the aspirations of countless young Africans whose futures depend on opportunity, empowerment, and hope.
His appointment affirms a simple but profound truth: the future of global development will be shaped not only by policies and governments but by leaders who can connect with communities, inspire youth, and champion solutions born from within Africa.
