East End Lions Football Club has officially unveiled its new jersey ahead of the highly anticipated 2026 FA Cup final against Mighty Blackpool, reaffirming its determination to reclaim silverware while celebrating the unwavering support of key sponsors, Africell Sierra Leone and Afrimoney.
The unveiling ceremony took place on Wednesday, June 17, 2026, at Africell Sierra Leone’s headquarters in Freetown. The event brought together club executives, players, sponsors, supporters, and football enthusiasts in a vibrant display of unity and confidence as the club prepares for the decisive showdown in Bo City.
Delivering the welcome address, the Media Manager of Africell Sierra Leone, Abdul Karim Sesay, highlighted the strong relationship between the telecommunications company and East End Lions, noting that both institutions share a commitment to grassroots development and community empowerment.
He stated that Africell and East End Lions are united by common values of inclusiveness, passion, and service to the people, adding that the company remains proud to be associated with one of Sierra Leone’s most historic football clubs. He encouraged the players to make their supporters proud in the upcoming final and assured the club of Africell’s continued support.
Speaking during the ceremony, the Chairman of East End Lions Football Club and Chief Executive Officer of AYV Media Empire, Ambassador Anthony Navo Jr., expressed gratitude to Africell and Afrimoney for their consistent support to the club and their broader contributions to national development.
He praised Africell for standing by the club over the years and described the partnership as instrumental to the club’s growth and success. Navo urged the players to remain focused and determined as they prepare for the FA Cup final, emphasizing that victory would bring immense pride and happiness to thousands of loyal supporters across the country.
The club’s Secretary General, Alpha Jalloh Esq., described the unveiling of the new jersey as a landmark moment in the history of East End Lions.
According to him, the club remains a family institution deeply rooted in the eastern communities of Freetown. He explained that the design of the newly unveiled jersey was inspired by the people and culture of the capital’s eastern part, reflecting the club’s heritage and longstanding connection with its supporters.
He further reaffirmed the club’s ambition to reclaim the FA Cup title while raising standards in football administration and professionalism in Sierra Leone.
“We are setting the bar high. It may be challenging for others, but our objective is to improve the standards of club football in this country,” he stated.
Alpha Jalloh also acknowledged the support of Afrimoney, Gento Group, UBA Sierra Leone, and other partners, noting that their contributions had strengthened the club’s local and international engagements, including recent activities in Tunisia.
The event also featured a moment of reflection as club officials, supporters, and guests observed a minute of silence in honour of deceased East End Lions supporters whose dedication contributed significantly to the club’s success over the years.
Representing the supporters, Sheku Jalloh reminded those present that East End Lions has always been defined by a winning mentality. He called on players and fans to unite behind the team as they seek to secure victory and return home with the prestigious FA Cup trophy.
On behalf of Afrimoney, one of the club’s principal sponsors, Mr. Matison reaffirmed the company’s commitment to supporting East End Lions and revealed plans aimed at advancing the club’s digital transformation agenda.
He announced that East End Lions had become the first football club in Sierra Leone to introduce online ticket purchasing through the Afrimoney platform. He further disclosed plans to launch an Afrimoney Tap-to-Pay card for supporters, an innovation expected to enhance fan engagement and create a reliable digital footprint for the club.
According to him, the initiative will help identify and reward loyal supporters while enhancing transparency, accountability, and financial management within the club.
The club’s Treasurer, who also serves as Managing Director of UBA Sierra Leone, described the introduction of digital systems as a major milestone in the club’s development. He noted that football has evolved into a global business enterprise and stressed that technology-driven solutions would strengthen governance and accountability within football institutions.
Vice Chairman of East End Lions Football Club, Chief Sheikh Alhaji Mohamed Gento Kamara, also commended Africell for its longstanding support and reiterated the club’s commitment to promoting unity, tolerance, and social cohesion.
He described East End Lions as more than just a football club, emphasising its role as a family institution that has consistently fostered harmony among people from different backgrounds.
Chief Gento encouraged the players to give their best performance in the FA Cup final while urging supporters to remain united regardless of the outcome. He expressed confidence that the team would rise to the occasion and bring the trophy home.
He further appealed to the players to dedicate any victory to the club’s elderly supporters who have remained loyal to East End Lions for decades despite no longer being able to attend matches regularly.
The Vice Chairman also revealed plans to explore microcredit opportunities for supporters as part of the club’s broader social responsibility programme, which aims to empower loyal fans and strengthen community development initiatives.
The ceremony concluded on a note of optimism and determination, with club officials, sponsors, and supporters expressing confidence that East End Lions possesses the spirit, talent, and determination required to secure FA Cup glory against Mighty Blackpool in Bo City.
