South Africa

Durban-based Super Rugby franchise the Sharks has extended its title sponsorship agreement with South African mobile phone operator Cell C.

The South African Sports Confederation and Olympic Committee has renewed its partnership with the country’s National Lotteries Commission ahead of the 2016 summer Olympic Games in Rio de Janeiro, Brazil.

Telecommunications company Blue Label has agreed a shirt sponsorship deal with the South African Rugby Union for the national team’s upcoming three-Test series against Ireland.

South African telecommunications company Telkom has entered into a partnership with the South African Sports Confederation and Olympic Committee (SASCOC).

Hockey apparel and equipment manufacturer Grays has entered into a partnership with the South African Hockey Association.

Financial services company Standard Bank has entered into a partnership with Cricket South Africa, under which it will become the headline sponsor of the national team in the Test, one-day international and Twenty20 formats.

The South Africa Rugby Union, the sport’s national governing body, has agreed a five-year extension to its long-running partnership with South African Breweries.

South African Airways has agreed a partnership with the South African Football Association (SAFA), the sport’s national governing body.

Carmaker Audi’s sponsorship of the South African national cricket team, the Proteas, began in December 2014 at the start of the West Indies tour of South Africa.

Nivea Men South Africa, the regional division of skincare brand Nivea Men, has entered into a partnership with Spanish LaLiga football club Real Madrid.

German sportswear giant Puma has extended its kit partnership with South African rugby union team the Blue Bulls and its affiliated Super Rugby franchise, the Bulls.

Restaurant chain KFC has agreed a four-year contract extension to continue as the title sponsor of international Twenty20 cricket in South Africa.

South African Super Rugby team the Free State Cheetahs has agreed a shirt sponsorship deal with soft drinks brand Twizza.

Rugby union is an increasingly attractive proposition to South African telecoms companies because of its ABC1 audience that can afford subscriptions fees for pay-television platforms. Rugby union is broadcast exclusively on pay-television in South Africa. This audience has led to a crowded sponsorship marketplace.

An increased digital media component was central to African telecoms group Vodacom’s title sponsorship renewal of Super Rugby.

South African courier service RAM is “seriously considering” its position as title sponsor of the country’s domestic Twenty20 tournament the T20 Challenge Series amid the match-fixing scandal enveloping the competition.