Africa

Multiple Sports

The World Anti-Doping Agency has signed a first-of-its-kind sponsorship deal with sub-Saharan African pay-television broadcaster SuperSport to aid ongoing efforts to diversify its funding mix
Basketball

The Basketball Africa League has secured a multifaceted partnership with Senegal’s tourism promotion board, Agence Sénégalaise de Promotion Touristique, and the country’s marketing and tourism initiative, Destin…
Football

Spanish LaLiga football club Real Madrid has signed up gambling platform SportyBet as a regional sponsor. The deal makes the company the club’s official sponsor in Africa across a multi-year contract.
Football

Toyota South Africa Motors has expanded its relationship with Kaizer Chiefs by becoming sleeve sponsor of the Premier Soccer League club
Rugby Union

South Africa Rugby (SA Rugby) has added building materials provider AfriSam to its sponsorship portfolio. The three-year deal makes AfriSam the first company in the category to sponsor SA Rugby
Football
Banking

When South African football restarted in autumn 2020, the Nedbank Cup title sponsor used the competition’s return as a national moment of hope, celebration and commitment.
Football

Life insurance company Prudential Africa has confirmed its status as the official insurance partner of the Africa Cup of Nations, currently being played in the host nation Cameroon
Football

Cryptocurrency exchange Binance has been added as a sponsor of the Africa Cup of Nations, which kicked off in Cameroon on Sunday
Football

Digital entertainment platform TikTok has struck a one-year deal with the Confederation of African Football (CAF) as a sponsor of the upcoming Africa Cup of Nations, as well as the CAF Champions League…
Rugby Union

World Rugby has signed Kingsley Beverages as a sponsor of the Rugby World Cup Sevens 2022
Rugby Union

The naming rights to South Africa’s Kings Park Stadium have been acquired by gambling brand Hollywoodbets.  
Football

Global nutrition company, Herbalife Nutrition has signed its first major sports sponsorship in Africa with South African Premier Soccer League (PSL) football club, Mamelodi Sundowns
Football

French Ligue 1 football club AS Monaco has launched its $ASM fan tokens on fan engagement and rewards app Socios.com, while it has agreed a new sponsorship deal with iGaming brand Premier Bet
Football

The Sportfive agency has signed as the exclusive sales representative for the Nigeria Professional Football League (NPFL) and the Nigerian ‘Super Eagles’ men’s national team and ‘Super Falcons’ women’s t…
Multi-sport

The Sportfive agency has been awarded global media and sponsorship rights to the next two editions of the African Games multi-sport event
Rugby Union

Logistics company DHL Express has confirmed a multi-year naming rights sponsorship deal with Cape Town Stadium, which sees the venue change its name to DHL Stadium
Cricket

UK-based sportswear brand Castore has made its latest move in cricket by signing as the new kit supplier to Cricket South Africa
Rugby Union

South African telco Vodacom has become the South African market title sponsor of the pan-national United Rugby Championship for the next four seasons, from 2021-22 to 2024-25