The Nigeria native has long been devoted to promoting and developing the game of basketball throughout Africa. He founded the Giants of Africa organization in 2003 in hopes of creating opportunities through basketball and education. Since then, GOA has built over 37 basketball courts in 11 countries, had over 6,000 kids attend its camps that taught basketball and life skills, and impacted more than 40,000 youth across Africa. GOA was also highlighted in a documentary in 2016 and in December of 2023 celebrated its 20th anniversary in Toronto. The inaugural GOA Festival took place in Rwanda in the summer of 2023. It included eight days of programming with the likes of famed singers Davido and Tyla performing, more than 14,000 spectators in attendance, more than 2,000 youth participating and more than 50 paid internships. GOA said the event invested $1.5 million U.S. dollars to the local economy in 2023. The GOA Festival 2025 expects to induce $3 million of investment to the local economy over eight days at Kigali Sports City. There will be an opening ceremony, youth boys and girls basketball competitions concluding with All-Star games, sports business forums, coaches clinics, a fashion show, a concert and more. Ujiri is also excited to unveil Zaria Court, a new urban development project in Kigali that he has invested in that has a luxury hotel, restaurants, community space and athletic facilities.