Africa

Sporting goods brand Puma’s five-year kit sponsorship deal with English Premier League club Arsenal is part of a strategy focused on fewer, but bigger, “killer” deals to make it the number three brand in the football market, Christian Voigt, Puma’s senior head of global sports marketing has told Sports Sponsorship Insider.

South African rugby union team Golden Lions has announced a three-year deal to make document solutions company Xerox its new title sponsor for the domestic Currie Cup tournament.

South African rugby union franchise Golden Lions has agreed a two-year sponsorship deal with Jonsson Workwear.

Kenya Breweries Limited has agreed a three-year sponsorship deal with the Kenya Rugby Union which will promote its flagship Tusker Lager brand through association with the national team.
 

Cricket South Africa has announced a new partnership with optometrists group Spec-Savers.

Fast food restaurant McDonald’s’ franchisee programme sees each store contribute a cash fee to the brand’s global sponsorships of the Olympic Games and the World Cup, Thomas Truttmann, head of sports at McDonald’s Europe told Sports Sponsorship Insider.

Sports betting company BetXchange has expanded its partnership with African mixed martial arts series EFC Africa by taking on a one-year headline sponsorship.

Carmaker Audi’s far-reaching involvement in winter sports sits as one of four cornerstones in the brand’s wider sponsorship approach, Florian Zitzlsperger, head of sports marketing at Audi, told Sports Sponsorship Insider. The three remaining cornerstones in Audi’s wider strategy are: motorsport, football and golf.

Banking group First Capital Plus Bank has agreed a five-year deal with the Ghana Football Association to become the title sponsor of the country’s top flight football division.

Agricultural services and diversified foods group AFGRI has agreed a sponsorship deal with South African rugby union club Blue Bulls, which competes in the Super Rugby competition.

US sportswear company Nike has agreed a five-year partnership with the South African Football Association to become the governing body’s new technical sponsor from February 1.

Brand perception is at the forefront of energy company BP’s decision to become an International Partner of the International Paralympic Committee, Mike Sharrock, partnership director for Olympics and Paralympics at BP, told Sports Sponsorship Insider this month.

Life and health insurance group Macir Vie has renewed its sponsorship agreement with the Algerian Football Federation (FAF).

Kenyan telecommunications company Safaricom has agreed a two-year naming rights deal for the Moi International Sports Centre Kasarani, which is located in the Kenyan capital of Nairobi.