(JUBA) – The National Minister of Trade and Industry, Hon. Atong Kuol Manyang, met with the President of the South Sudan Basketball Federation (SSBF), Mr. Luol Deng, in Juba on Friday, 31 October 2025, to explore new opportunities for attracting international investors to South Sudan.
The meeting focused on how Mr. Deng’s international profile and strong global network could be used to promote South Sudan as a viable destination for trade and investment. Mr. Deng, a former professional basketball player and businessman with strong ties to the international community, has in recent years become an influential voice in promoting South Sudan’s image abroad.
According to the Ministry, discussions centred on building partnerships that link sports diplomacy with business engagement. Both parties agreed that South Sudan’s growing reputation in sports, particularly basketball, could open new doors for economic cooperation and private sector investment.
Hon. Atong Kuol Manyang noted that South Sudan needs ambassadors beyond the political space to help attract capital, technology, and expertise. She said that partnerships with figures like Luol Deng can help bridge gaps between investors and local industries, especially in areas such as trade facilitation, manufacturing, tourism, and youth entrepreneurship.
Mr. Deng expressed his willingness to support the government’s efforts to attract investors by using his connections in international business and sports networks. He said he believes South Sudan has great potential if given the right environment for innovation and investment.
The meeting comes at a time when the Ministry of Trade and Industry is working to expand economic partnerships and diversify sources of foreign direct investment (FDI) to strengthen the national economy. Officials say the ministry plans to use such collaborations to improve South Sudan’s global visibility and investor confidence.
The Ministry of Trade and Industry has been holding a series of meetings with business leaders, regional trade associations, and private investors as part of a broader plan to improve the business climate and enhance cross border trade within East Africa.
| Key Meeting Details | Information |
|---|---|
| Date | 31 October 2025 |
| Location | Juba, South Sudan |
| Participants | Hon. Atong Kuol Manyang (Minister of Trade and Industry), Mr. Luol Deng (President, SSBF) |
| Main Agenda | Strategies to attract international traders and investors |
| Focus Areas | Trade promotion, investment opportunities, international partnerships |
| Expected Impact | Increased FDI and improved image of South Sudan’s business environment |
| Lead Institutions | Ministry of Trade and Industry, South Sudan Basketball Federation |
