Sub-Saharan Africa

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PROJECT DETAILS Sponsorship title: Audi, Official Vehicle Partner to Cricket South Africa and the Proteas Duration of sponsorship: 2014-2017 Entered by: Levergy Sports and Entertainment Marketing

For 2017, we have researched over 1,400 deals across 27 countries and covering 92 rights fees to map out the sponsorship landscape of rugby union.

Nigerian Breweries, a subsidiary of Dutch brewing giant Heineken, is set to spend close to $20m (€17.9m) in football sponsorship for its Star Lager brand in the next five seasons in deals agreed this summer with Nigeria’s football league and a group of top European clubs.

African telecommunications company Vodacom is increasing its brand presence in rugby to improve brand perception among current and potential mobile post-pay customers.

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.

Team Dimension Data for Qhubeka, the International Cycling Union’s (UCI) only African World Tour team, has announced a partnership with car manufacturer Mercedes-Benz.

SA Rugby, the governing body of rugby union in South Africa, has entered into a partnership with US technology company Microsoft

The Zimbabwe Football Association has agreed a three-year kit sponsorship deal with British sportswear and equipment manufacturer Umbro as part of an ongoing effort to reposition itself as a powerhouse…

Cricket South Africa has struck a five-year extension to its partnership with US sports apparel and equipment manufacturer New Balance

Features

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.

To mark the start of the Cricket World Cup in Australia and New Zealand this month, Sports Sponsorship Insider has completed a survey of the sponsorship portfolios for the boards of Australia, England, India, New Zealand, Pakistan, South Africa, Sri Lanka and the West Indies.

Skilled batting, accurate bowling and great sportsmanship are the hallmarks of the KFC Mini-Cricket programme, a sponsorship platform which is now in its fifth year and has set itself apart from other sponsorship platforms because of the seamless alignment between brand and rights-holder.

For this year’s rugby union autumn internationals, Sports Sponsorship Insider surveyed the sponsorship portfolios of the leading nations: Argentina, Australia, England, France, Ireland, Italy, New Zealand, Scotland, South Africa and Wales.

South African mobile telecommunications company Vodacom has extended its sponsorship of Soweto-based football clubs Orlando Pirates and Kaizer Chiefs in a five-year deal