Africa
LaLiga extends regional betting footprint
LaLiga has signed up SportyBet as a betting sponsor in Africa as it broadens out a regional betting roster that already includes deals in Asia-Pacific, Central and South America, North America and South Africa.
CSA signs Dafabet as national team shirt sponsor
Cricket South Africa has unveiled online gambling company Dafabet as a shirt sponsor of its international teams, adding to a separate agreement it has with rival firm Betway for its franchise league, SA20.
Betway replaces DStv as PSL title sponsor
Gambling firm Betway has today been announced as the new title sponsor of South Africa’s Premier Soccer League in a three-year deal worth around R900m (€45m/$49m).
Amul’s USA Cricket, CSA deals continue team sponsorship strategy for ICC events
Indian dairy brand follows Cricket World Cup team deals by joining forces with co-host USA Cricket, and Cricket South Africa, for T20 World Cup.
SA Rugby eyeing sponsorship uplift following ASG investment
South Africa Rugby is hoping that its proposed commercial agreement with US-based private equity firm Ackerley Sports Group (ASG) will enable the governing body to double its sponsorship revenue by the 2027 World Cup.
SA Rugby to set up commercial unit with investor ASG
South Africa Rugby is to establish a commercial vehicle to manage its media and sponsorship rights after striking an agreement with Ackerley Sports Group (ASG), a new unit of the US investment firm
Unilever adds to football portfolio with two-year CAF deal
Unilever has added to its already significant football sponsorship portfolio by agreeing a deal to sponsor the Confederation of African Football’s (CAF) forthcoming men’s Africa Cup of Nations tournament in the Ivory Coast and its women’s equivalent in Morocco in 2024.
Paarl Royals fills jersey sponsorship position with Six6s
South Africa T20 (SA20) team Paarl Royals has filled its headline sponsorship position for the 2024 season with the signing of online gambling platform Six6s
CAF extends with long-term sponsor Orange until 2025
The Confederation of African Football (CAF) has extended its longstanding sponsorship deal with telecommunications company Orange until at least 2025
CAF adds Visa to Afcon portfolio in direct deal
The Confederation of African Football (CAF) has signed Visa as the ‘Official and Exclusive Payment Partner’ for CAF national team competitions.
Puma adds CAF to growing ball supplier portfolio
Sporting goods company Puma has continued its aggressive ball supplier acquisition strategy by signing as the official technical partner of the Confederation of African Football (CAF)
IMG wins CAF sponsorship sales business
The IMG agency has been selected by the Confederation of African Football (CAF) to sell sponsorship packages to its major competitions until 2025 following a recent Request for Proposal (RFP) process
South Africa and Australia unveil sleeve sponsors for Cricket World Cup
Cricket South Africa (CSA) and Cricket Australia (CA) have both announced Indian brands as team sponsors for the men's Cricket World Cup, taking place in India next month
CAF kicks off new sponsorship era with Tecno deal
Chinese smartphone brand Tecno has become a sponsor of the Africa Cup of Nations after striking a deal with the Confederation of African Football (CAF)
EPCR secures Champions Cup title uplift, frees pouring rights for clubs
Investec’s decision to take the title sponsorship rights to European Professional Club Rugby's Champions Cup has helped the competition to emerge from a challenging period commercially.
Betpawa expands controversial ‘player bonus payment’ sponsorship to Uganda
African betting operator Betpawa will pay cash tokens to all players on winning teams in Ugandan second-tier league matches as part of a controversial new sponsorship deal with the Ugandan football association…
CSA turns to Lotto Sport as kit sponsor as Castore exits
Cricket South Africa (CSA) has announced a new agreement with Lotto Sport to becomes its kit manufacturer.
Investec replaces Heineken as Champions Cup title sponsor
Banking and wealth management services brand Investec has taken over the title rights to the European Rugby Champions Cup in a five-year deal, ending Heineken’s long-standing naming association with t…