Sub-Saharan Africa
Eagles become first NFL team to secure commercial rights in Africa
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.
Investec adds men’s SA Open title rights to investment in golf
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.
Toyota steps up as Kaizer Chiefs sleeve sponsor
Toyota South Africa Motors has expanded its relationship with Kaizer Chiefs by becoming sleeve sponsor of the Premier Soccer League club
SA Rugby opens new sponsorship category with AfriSam addition
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
Play Your Part – Nedbank & the Premier Soccer League
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.
World Rugby adds Kingsley Beverages as sponsor of Rugby World Cup Sevens 2022
World Rugby has signed Kingsley Beverages as a sponsor of the Rugby World Cup Sevens 2022
Kings Park Stadium naming rights acquired by Hollywoodbets
The naming rights to South Africa’s Kings Park Stadium have been acquired by gambling brand Hollywoodbets.
Herbalife sponsors Mamelodi Sundowns in Roc Nation Sports-brokered deal
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
Sportfive signs exclusive sales agreement for Nigerian league and national teams
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…
DHL confirms Cape Town Stadium naming rights deal
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
Castore continues cricket drive with CSA deal
UK-based sportswear brand Castore has made its latest move in cricket by signing as the new kit supplier to Cricket South Africa
Vodacom commits to URC as South African market title sponsor
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
Nigerian Football Federation nets revenue boost with MTN and Air Peace deals
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.
Infront acquires stake in Cape Town Marathon as WMM status targeted
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
SA Rugby deal furthers Betway presence in South African market
South Africa Rugby has signed up gambling firm Betway to its sponsorship portfolio, naming the brand the associate sponsor of the governing body and the national team, the Springboks, for the next three…
TikTok unveils British & Irish Lions content creation tie-up
Social media platform TikTok has been named the ‘Official Creator Platform’ of the ongoing British & Irish Lions’ tour of South Africa.
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AFA Sports sets Olympic first with Nigeria deal, Team Canada renews sponsorship
AFA Sports has been named as the official apparel provider for the Nigerian team at the upcoming Olympics in Tokyo, becoming the first indigenous African apparel brand to feature at the Games
Powerade tops up sponsor roster for Lions tour
Coca-Cola Company’s global hydration brand, Powerade, has signed on as the latest sponsor of the British & Irish Lions’ forthcoming rugby union tour to South Africa.