Sub-Saharan 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.

To promote its new title sponsorship of South Africa’s Netball League in 2019, Telkom set out to grow support, attendance and awareness through an event-based campaign.

In 2019, FNB sought to life the spirits of nation with a campaign that linked fans, legends, coaches, friends and family to the players at the Rugby World Cup in Japan through fixed ad assets and real-time messaging.

Toyota, the official vehicle sponsor of South African soccer side Kaizer Chiefs, activated its rights through the 2019 season with a blended activation spanning a competition, an experience and subsequent social activation.

Dove Men+Care used its rights in deals with the British and Irish rugby unions to create a combined campaign that ran from the 2019 Rugby World Cup to the 2020 Six Nations.

Nedbank, title sponsor of South Africa’s top club football cup, activated its rights around the May 2019 final to aid the response to flooding in host province KwaZulu-Natal.

New Balance launched the 2018-19 Proteas kit with a multifaceted, seven-month campaign called ‘Worn as One’.

African online sports betting company SportPesa says it will look into restarting its sports sponsorship deals in Kenya that were halted due to the loss of its betting licence in August, following an agreement…

English Premier League football club Manchester City has extended its partnership with PZ Cussons-owned soap brand Premier Cool

Telecommunications company Vodacom has been unveiled as the title sponsor of the Tanzania Premier League, the top tier of club football in the country

Former Football Kenya Federation president Sam Nyamweya has appealed to the government to help fund the Kenyan Premier League, following the sudden withdrawal of title sponsors SportPesa, an African online…

A dispute between the Premier Soccer League and South African Football Association over the latter’s signing of a sponsorship deal with insurance company OUTsurance will head to arbitration.

Dubai-based airline Emirates has renewed its title sponsorship agreement with South African Super Rugby franchise the Lions

Korean electronics brand Samsung has entered into a partnership with the South African Rugby Union (SARU) and will benefit from brand exposure on the national team’s shorts as part of the agreement.

The Football Federation of Mauritania (FFRIM) has entered into a partnership with sportswear manufacturer AB Sport ahead of the country's debut at the Africa Cup of Nations (Afcon) this summer

South African telco Telkom has agreed a deal to sponsor the Netball South Africa national governing body

The Cameroon Football Federation (FECAFOOT) has entered into a partnership with French sportswear and equipment company Le Coq Sportif