Africa

Stefan Lacher, head of technology, sponsorships for technology company SAP, speaks to Sports Sponsorship Insider about the brand's work in the Extreme Sailing Series.

Pay-television broadcaster SuperSport, which operates in sub-Saharan Africa, is to sponsor the South Africa men’s national hockey team during the 2014 Men’s Hockey World Cup.

Chinese telecommunications company Huawei has agreed a one-year partnership with the Ghana Football Association.

Beer brand Carlsberg has agreed a three-year sponsorship deal with the Football Association of Malawi to back the southeast African country’s national team.

Payment systems company MasterCard is using its sports sponsorships as part of a consumer-based marketing strategy despite a lack of direct consumer operations, Ann Cairns, president, international markets for MasterCard, told Sports Sponsorship Insider.

Online car dealership Cheki Ghana has agreed to become an official sponsor of the Ghana Football Association under a two-year deal.

Online betting company Unibet will be the Official Betting Partner of the Ultimate Fighting Championship mixed martial arts organisation under a two-year deal, from March 2014 to March 2016.

Global banking brand Barclays has refocused the strategy for its title sponsorship of the English Premier League this season on brand engagement rather than media delivery, according to David Wheldon, Barclays head of brand, reputation and citizenship.

A round-up of the key sponsorship deals signed around the world

Financial services institution Standard Bank Namibia has announced a three-year naming sponsorship for the Namibia Football Association’s new Super Cup competition.

South African rugby union team Golden Lions has reached a deal to make telecommunications company Vox Telecom an associate sponsor.

Beer and soft drinks manufacturer Delta Beverages has announced a three-year extension to its sponsorship of Zimbabwe’s Premier Soccer League.

The Bacardi drinks group is switching the emphasis of its marketing strategy from above-the-line advertising to sponsorship and experiential-based marketing in a move led by the return of Martini Racing to Formula One motorsport as title sponsor of the Williams F1 team.

German sportswear company Puma has announced it will continue as the official technical and apparel sponsor of South African Super Rugby team the Cheetahs until beyond the 2016 rugby union season.

Boston-based global insurance company Liberty Mutual Group has a diversified and varied portfolio of sponsorship assets and partnerships in 26 different markets around the world. Its Irish division is using an innovative sponsorship around Gaelic sports to show its commitment in a new market.

South African holdings company MicroMega has reached an agreement to become an official sponsor of the Sharks Super Rugby franchise.