Sub-Saharan Africa

Rugby Union
Sponsorship & Marketing

South African beer brand Castle Lite has signed as an official global partner of this year’s Rugby World Cup Sevens in Cape Town – World Rugby’s quadrennial international sevens showcase. T
Rugby Union
Sponsorship & Marketing

SA Rugby, the governing body of rugby union in South Africa, has agreed a three-year sponsorship deal with automotive company Toyota South Africa Motors (TSAM)
Cricket
Licensing & Merchandising

Cricket South Africa (CSA) has agreed to collaborate with entertainment and sports agency Roc Nation Sports International (RNSI) to grow the governing body’s potential as a ‘sportstainment’ brand. S
Basketball
Sponsorship & Marketing

Financial services company BK Group has acquired naming rights to Kigali Arena, a 10,000-seat venue in the Rwandan capital, in a six-year deal worth $8m (€7.5m).
NFL
Sponsorship & Marketing

The Philadelphia Eagles have become the first National Football League team to secure commercial rights in Africa, with the franchise being granted international marketing access to Ghana.
Golf
Sponsorship & Marketing

Financial services company Investec has furthered its presence in golf with the title sponsorship of the men’s edition of the South African Open Championship.
Football
Sponsorship & Marketing

Toyota South Africa Motors has expanded its relationship with Kaizer Chiefs by becoming sleeve sponsor of the Premier Soccer League club
Rugby Union
Sponsorship & Marketing

South Africa Rugby (SA Rugby) has added building materials provider AfriSam to its sponsorship portfolio. The three-year deal makes AfriSam the first company in the category to sponsor SA Rugby
Football

When South African football restarted in autumn 2020, the Nedbank Cup title sponsor used the competition’s return as a national moment of hope, celebration and commitment.
Rugby Union
Sponsorship & Marketing

World Rugby has signed Kingsley Beverages as a sponsor of the Rugby World Cup Sevens 2022
Rugby Union
Sponsorship & Marketing

The naming rights to South Africa’s Kings Park Stadium have been acquired by gambling brand Hollywoodbets.  
Football
Sponsorship & Marketing

Global nutrition company, Herbalife Nutrition has signed its first major sports sponsorship in Africa with South African Premier Soccer League (PSL) football club, Mamelodi Sundowns
Football
Sponsorship & Marketing

The Sportfive agency has signed as the exclusive sales representative for the Nigeria Professional Football League (NPFL) and the Nigerian ‘Super Eagles’ men’s national team and ‘Super Falcons’ women’s t…
Rugby Union
Sponsorship & Marketing

Logistics company DHL Express has confirmed a multi-year naming rights sponsorship deal with Cape Town Stadium, which sees the venue change its name to DHL Stadium
Cricket
Sponsorship & Marketing

UK-based sportswear brand Castore has made its latest move in cricket by signing as the new kit supplier to Cricket South Africa
Rugby Union
Sponsorship & Marketing

South African telco Vodacom has become the South African market title sponsor of the pan-national United Rugby Championship for the next four seasons, from 2021-22 to 2024-25
Football
Sponsorship & Marketing

The Nigerian Football Federation has added telco MTN and airline Air Peace to its sponsorship portfolio in deals worth up to NGN3bn (€6.1m/$7.2m) in total, the federation has revealed.
Athletics
Events

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