Sub-Saharan Africa

English Premier League football club Arsenal has entered into a partnership with multinational telecommunications company MTN.

Chinese consumer electronics brand Hisense has entered into a partnership with South Africa’s Golden Lions Rugby Union (GLRU), through which it will serve as an associate sponsor of the body’s Super Rugby franchise.

South Africa’s Golden Lions Rugby Union has extended its shirt sponsorship deal with document solutions and services company Xerox.

Domestic mobile phone company NetOne has unveiled a sponsorship package worth $250,000 (€239,000) to the Zimbabwe Football Association (Zifa) as the country prepares for its first appearance at the Africa Cup of Nations in 10 years.

South African Super Rugby franchise the Sharks has unveiled sports apparel company Canterbury as its new kit partner.

Ghanaian financial services company UniBank has extended its sponsorship deal with the Ghana Football Association.

Italian sportswear manufacturer Macron has agreed a kit partnership with the Togolese Football Federation (FTF).

The Senegalese Football Federation (FSF) has signed a kit deal with Romai Sports, ending a two-year state of limbo.

LaLiga, the organising body of club football in Spain, has entered into a partnership with South African soft drinks and sports beverages manufacturer Kingsley.

African online sports betting company SportPesa has enhanced its partnership with the Kenya Rugby Union by becoming the shirt sponsor of the country’s national rugby sevens team.

Cricket South Africa has signed a new five-year deal with South African Breweries.

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.

South African cricket team the Cape Cobras has named construction firm BuildNat as its new headline sponsor.

South African sports betting operator HollywoodBets has opted to upgrade its partnership with the Dolphins domestic cricket franchise by taking on the title sponsorship rights to the team.

Nigerian beer brand Star has entered into a multi-year partnership with English Premier League football club Manchester City.

English Premier League football club West Ham United has entered into a long-term partnership with the Nigeria-based Capital Oil and Gas company.