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Sole takes stake in Ball Above All

To bolster interest in basketball in UAE

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Creative agency Sole has acquired a stake in UAE-based basketball league Ball Above All, with the resulting partnership set to be called Sole Ball Above All (SBAA).

Ball Above All, a basketball academy that runs its own leagues and training sessions in Dubai and the Australian city of Adelaide, has been collaborating with Sole since 2014, with the former spearheading the latter’s first streetball tournament that year. The two companies will use SBAA to create a stronger buzz around basketball in the UAE, while also working to groom professional players for the sport.

Sole is a festival operator and publisher, perhaps best known for founding the Sole DXB Festival in Dubai in 2010.

SBAA wants to provide a basketball experience on par with global standards, including training and social events.

A key aspect of SBAA will be the training sessions it provides, which aim to help professional athletes as well as players at any stage of their basketball journey to raise their levels in the game. It uses experienced coaches qualified by the International Basketball Federation.

SBAA's target is groups aged 4.5-17 years, and it aims to increase the participation of girls and women in basketball.