Africa

The chance to create multinational marketing campaigns using teams with multinational players is central to car rental company Europcar’s sponsorship decision-making.

Telecommunications company Mobilis has agreed a five-year deal, from 2014-15 to 2017-18, with the Algerian Football Association, according to the Telecompaper news website.

South African beer brand Hansa Pilsener has sealed sponsorship deals with English Premier League football teams Manchester City and Arsenal.

Sunflower oil brand Sunfoil has renewed its title sponsorship of South African cricket team the Dolphins for a further two years.

South African football team University of Pretoria has announced a three-year partnership with insurance firm Workerslife ahead of the 2014-15 Premier Soccer League season.

Philanthropic organisation the International Sports Promotion Society has announced a shirt sponsorship deal with South African Premier Soccer League (PSL) team Mpumalanga Black Aces.

The IOC does not expect every upcoming TOP Partner deal to hit its new price point, but the latest deals with consumer electronics brand Panasonic and tyre and rubber company Bridgestone had given it confidence, the organisation told Sports Sponsorship Insider this month.

National flag carrier South African Airways has agreed to sponsor the South African Sports Confederation and Olympic Committee through to the 2016 Olympic and Paralympic Games in Rio de Janeiro.

Austrian energy drinks company Power Horse has renewed its partnership with the Beach Soccer Worldwide organisation.

Internet company Yahoo’s acquisition of Chelsea manager José Mourinho to write expert blogs for the duration of the 2014 Fifa World Cup has opened the door to future investment in football.

German luxury car brand BMW has paid an increased fee for the right to extend its partnership with golf’s European Tour for four more years, from 2015 to 2018.

Kit manufacturers spent $396m (€289m) on deals with the 32 national teams competing at the 2014 Fifa World Cup in the year covering the tournament, Sports Sponsorship Insider can exclusively reveal.

Diageo-owned vodka brand Smirnoff has committed the lion’s share of its global sponsorship budget for this year to a one-year major partner deal with the Force India F1 team. The deal was announced on May 1, ahead of the Spanish Grand Prix, the fifth race of the Formula One season.

The global appeal of football is central to payment services company Western Union’s deal with the Uefa Europa League but the brand is considering refining its portfolio to reach more consumers in North America and Asia, Marc Audrit, vice president, global brand for Western Union told Sports Sponsorship Insider.

The Womens’ Professional Golfers’ Association of South Africa (WPGA) has secured telecommunications provider Cell C as the title sponsor of the South African Women’s Open.

Telecom Namibia has partnered with the Confederation of African Football to become the headline sponsor of the 2014 African Women’s Championship, in a deal worth N$6m (€422,500/$580,000).