Africa
Infront acquires stake in Cape Town Marathon as WMM status targeted
The Infront agency has acquired a stake in the Cape Town Marathon, through which it will market media rights and sponsorship packages for the race
SA Rugby deal furthers Betway presence in South African market
South Africa Rugby has signed up gambling firm Betway to its sponsorship portfolio, naming the brand the associate sponsor of the governing body and the national team, the Springboks, for the next three…
TikTok unveils British & Irish Lions content creation tie-up
Social media platform TikTok has been named the ‘Official Creator Platform’ of the ongoing British & Irish Lions’ tour of South Africa.
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AFA Sports sets Olympic first with Nigeria deal, Team Canada renews sponsorship
AFA Sports has been named as the official apparel provider for the Nigerian team at the upcoming Olympics in Tokyo, becoming the first indigenous African apparel brand to feature at the Games
Powerade tops up sponsor roster for Lions tour
Coca-Cola Company’s global hydration brand, Powerade, has signed on as the latest sponsor of the British & Irish Lions’ forthcoming rugby union tour to South Africa.
MTN extends headline sponsorship of SA Rugby
Telco MTN has renewed its headline sponsorship of South Africa’s men’s rugby union team and has also been confirmed as a principal partner of the British and Irish Lions’ upcoming tour of the country.
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Land Rover continues long-running Lions association for South Africa tour
Automotive manufacturer Land Rover has signed up as a sponsor of the 2021 British & Irish Lions Tour of South Africa
DHL and Tudor become first sponsors of 2022 Rugby World Cup Sevens
Logistics company DHL and the Swiss watch manufacturer Tudor are the first to strike deals to sponsor the 2022 Rugby World Cup Sevens
DHL continues to develop rugby presence in South Africa
South Africa’s Western Province Professional Rugby has extended its sponsorship contract with global logistics firm DHL.
Brazilian, South African NOCs announce new sponsorships 100 days before Tokyo
The Brazilian Olympic Committee (COB) has signed up department store Riachuelo as a sponsor
Megapro to sell sponsorship rights for 2022 Rugby World Cup Sevens
World Rugby has appointed South African agency Megapro as its exclusive sponsorship sales agent for the 2022 Rugby World Cup Sevens, which is taking place in Cape Town
Mr Price Sport signs Team South Africa kit deal for Olympic and Commonwealth Games
South African sportswear retailer Mr Price Sport has become the official technical sponsor of Team South Africa in a four-year deal that will take in the Tokyo 2020 Olympic and Paralympic Games and the…
Betway adds T20 Challenge title deal to Cricket South Africa portfolio
Online betting and gaming company Betway has become title sponsor of Cricket South Africa’s Twenty20 competition, the T20 Challenge.
Round-Up: Questions over trans-Tasman Super Rugby, Sri Lankan cricketers call for governance change, CSA warns on Tests future, and more
There are still question marks over whether this year's planned trans-Tasman Super Rugby competition can go ahead. The tournament is scheduled to start in May
QNB signs as second Middle East and Africa supporter for 2022 World Cup
Doha-based banking group QNB Group has been named as an ‘Official Middle East and Africa Supporter’ and the ‘Official Qatari Bank’ of the 2022 World Cup in Qatar.
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Decathlon signs NBA international merchandising deal
Sporting goods retailer Decathlon has announced a new multi-year merchandising agreement with the National Basketball Association
Round-Up: SA v England postponed, Breakdancing at Paris 2024, Discovery-JTBC golf tie-up, and more
The South Africa v England one-day international cricket series in South Africa was postponed, following concerns about the welfare of players and after reports of breaches of the bio-secure bubbles surrounding…
One Nation, One Jersey (One Beer) – Castle Lager & the South African Football Association/SA Rugby/Cricket South Africa
In March 2019, Castle Lager leveraged its trio of South African national team sponsorships with a campaign revolving around a blended national team jersey, with live events, experiences, TV and social content and on-pack work.