Africa

African online sports betting company SportPesa says it will look into restarting its sports sponsorship deals in Kenya that were halted due to the loss of its betting licence in August, following an agreement…

English Premier League football club Manchester City has extended its partnership with PZ Cussons-owned soap brand Premier Cool

Telecommunications company Vodacom has been unveiled as the title sponsor of the Tanzania Premier League, the top tier of club football in the country

Former Football Kenya Federation president Sam Nyamweya has appealed to the government to help fund the Kenyan Premier League, following the sudden withdrawal of title sponsors SportPesa, an African online…

A dispute between the Premier Soccer League and South African Football Association over the latter’s signing of a sponsorship deal with insurance company OUTsurance will head to arbitration.

Russian gambling brand 1XBet has had its UK site suspended after a Sunday Times investigation exposed the brand for taking bets on children's sport

Dubai-based airline Emirates has renewed its title sponsorship agreement with South African Super Rugby franchise the Lions

Korean electronics brand Samsung has entered into a partnership with the South African Rugby Union (SARU) and will benefit from brand exposure on the national team’s shorts as part of the agreement.

Egypt's Ministry of Tourism has signed a new partnership with the Confederation of African Football (CAF) to sponsor the 2019 African Cup of Nations (Afcon)

Toyota, the official vehicle sponsor of South African soccer side Kaizer Chiefs, activated its rights through the 2019 season with a blended activation spanning a competition, an experience and subsequent social activation.

Dove Men+Care used its rights in deals with the British and Irish rugby unions to create a combined campaign that ran from the 2019 Rugby World Cup to the 2020 Six Nations.

Nedbank, title sponsor of South Africa’s top club football cup, activated its rights around the May 2019 final to aid the response to flooding in host province KwaZulu-Natal.

New Balance launched the 2018-19 Proteas kit with a multifaceted, seven-month campaign called ‘Worn as One’.

Sports brand Umbro has signed as the new ball partner for the Confederation of African Football (Caf) and the exclusive ball supplier for this year’s Africa Cup of Nations in Egypt.

The Football Federation of Mauritania (FFRIM) has entered into a partnership with sportswear manufacturer AB Sport ahead of the country's debut at the Africa Cup of Nations (Afcon) this summer

The Confederation of African Football (CAF) has signed two new partnerships ahead of the 2019 African Cup of Nations (Afcon), with almost a month to go until the tournament kicks off

South African telco Telkom has agreed a deal to sponsor the Netball South Africa national governing body

The Cameroon Football Federation (FECAFOOT) has entered into a partnership with French sportswear and equipment company Le Coq Sportif

South African rugby union team the Cheetahs has agreed a three-year extension to its partnership with main sponsor, Japanese automotive manufacturer Toyota

Team Dimension Data for Qhubeka, the International Cycling Union’s (UCI) only African World Tour team, has announced a partnership with car manufacturer Mercedes-Benz.

Media relations consultancy APO Group has extended its role as the main official sponsor of Rugby Africa, the governing body of rugby union on the continent

SA Rugby, the governing body of rugby union in South Africa, has entered into a partnership with US technology company Microsoft

French financial services group Société Générale has entered into a partnership with the Rugby Africa continental governing body.

The Zimbabwe Football Association has agreed a three-year kit sponsorship deal with British sportswear and equipment manufacturer Umbro as part of an ongoing effort to reposition itself as a powerhouse…

Russian betting firm 1xBet has signed as an Official Partner of Africa’s biggest regional football tournaments.

Cricket South Africa has struck a five-year extension to its partnership with US sports apparel and equipment manufacturer New Balance

The Kenyan government has signed on as the new title sponsor of the Kenya Open as the tournament prepares to make its debut on golf’s European Tour.

Japanese automotive manufacturer Toyota has agreed a deal to sponsor the first edition of the African Beach Games, which will take place in Sal, Cape Verde

German sportswear manufacturer Puma has been unveiled as the new kit supplier of the Egyptian Football Association

Premier League club Arsenal has signed a new Regional Beer Partner Deal with Rwandan brand Skol Brewery

South African beer brand Castle Lager will be the headline sponsor of the upcoming cricket Test series between  South Africa and opponents Pakistan and Sri Lanka.

The South African Football Association has entered into a partnership with Turkish clothing brand D’S Damat.

US movie studio Marvel has entered into a partnership that will see it back South Africa’s Super Rugby franchises during the 2019 edition of the club competition.

SA Rugby has partnered with professional services firm Accenture in a deal that will focus on revamping the digital media strategy of the governing body of South African rugby union

The Nigerian Football Federation has extended and enhanced its partnership with US sportswear company Nike

Online bookmaker Betway has agreed a deal to sponsor the Mzansi Super League T20, a new franchise-based cricket competition in South Africa

Global payments provider Visa has signed a new partnership with Africa’s football governing body.