Africa

Japanese printing and technology brand Epson is using the high visibility of Formula One to increase its global brand awareness and build customer relationships.

The Monster energy drink brand’s deal with Kawasaki Team Racing is its first foray into team sponsorship in World Superbike, but follows a far bigger, ongoing investment in MotoGP.

Global soft drinks group Coca-Cola clinched a second-tier Official Sponsor position for the 2015 Rugby World Cup after competition from a rival drinks brand.

George Pyne, the former president of IMG Worldwide’s global sports and entertainment business, now head of global sports marketing firm Bruin Sports Capital, believes the new company’s capital base for acquisitions could exceed the $500m (€450m) reported in the media.

Chinese telecommunications company Huawei has furthered its presence in the South African sports market by agreeing a sponsorship deal with the country’s top five rugby union teams.

Skilled batting, accurate bowling and great sportsmanship are the hallmarks of the KFC Mini-Cricket programme, a sponsorship platform which is now in its fifth year and has set itself apart from other sponsorship platforms because of the seamless alignment between brand and rights-holder.

The Ghana Football Association has extended its partnership with German sportswear giant Puma.

Nigerian telecommunications company Globacom has extended its headline sponsorship of the Confederation of African Football’s annual awards event for four years until 2018.

Unilever-owned personal care brand Rexona is paying a premium from 2015 to 2016 to partner the Williams Martini Racing Formula One team.

Dutch recruitment company Randstad has renewed its deal with the Williams Martini Racing Formula One team because the team provides an efficient global marketing platform.

New commercial plans set out by the International Olympic Committee (IOC) could spur twofold or threefold increases in TOP Partner values if executed properly, Timo Lumme, managing director of IOC Television & Marketing Services, has told Sports Sponsorship Insider.

Mexico-based telecoms giant América Mόvil has extended its sponsorship with the Sahara Force India Formula One team for the 2015 season.

The Nigerian Football Federation (NFF) has reached a provisional agreement to extend its partnership with German sportswear manufacturer Adidas, according to multiple reports.

German automotive manufacturer Audi has reached an agreement to become the official vehicle partner of Cricket South Africa and the governing body's national team.

The Football Association of Zambia has secured a three-year extension to its partnership with telecommunications company MTN.

Emirates airline has agreed a five-year title sponsorship contract with South African Super Rugby franchise the Lions in a deal that will incorporate naming rights to its famous Ellis Park home.