The partnership will support Bafana Bafana, Banyana Banyana, and South Africa’s grassroots national team structures beginning in 2026, marking one of the most significant commercial investments in South African football in recent years.

Swiss performance brand On has signed 18-year-old Kenyan middle-distance and steeplechase athlete Mercy Chepngeno to a Name, Image and Likeness (NIL) agreement, marking a notable commercial milestone for one of East Africa's most promising junior prospects.

The Rwanda Development Board (RDB), in collaboration with the Rwanda Convention Bureau and the Ministry of Sports, is exploring a potential strategic partnership with Roc Nation - the global entertainment and sports company founded by Jay-Z.

The Magical Kenya Open returned to Karen Country Club in 2026 with a record $2.7 million prize fund, strengthening Kenya's position within the DP World Tour's International Swing.

The 11th edition of the Access Bank Lagos City Marathon has reinforced Lagos' position as one of Africa's most commercially competitive road races. With $50,000 awarded to each winner, the elite 42km race once again attracted East Africa's deepest marathon talent pool - delivering not just fast times, but a clear direction about the growing economics of long-distance running across the continent.

According to Global CEO Dean Kowarski, the concept is built around "training, recovery, wellness and social connection being given equal importance." rather than focusing on equipments, but more on experience monetisation.

THIRSTI is already active with the Vodacom Bulls, the Comrades Marathon and Cricket South Africa and many other sports. THIRSTI continues to position itself at the intersection of high performance and national pride.

This new development now positions American football within Nigeria's formal sports ecosystem and aligns it with the Commission's RHINSE Agenda. In the most recently completed Super Bowl LX , six athletes of Nigerian descent featured — four of them on the winning team,

The partnership reinforces beIN's position as the leading Olympic broadcaster in the region and reflects a long-term strategic alignment with the IOC. Beyond rights acquisition, the partnership shows a shared commitment to expanding the reach, commercial impact, and cultural influence of the Olympic Movement across MENA.

Kenyan President, William Ruto has directed Kenya's Ministry of Sports to fully fund the construction of a new 10,000-seat stadium in Kilifi, showing an accelerated push to upgrade national sports infrastructure.

The move marks LegaXy's first international expansion, positioning it as the first Indian sportainment platform to establish operations in the region. The partnership will build an integrated sports management ecosystem across MENA, spanning: athlete representation, brand partnerships, experiential activations, original content development.

Originally launched in 1996, the collaboration will mark its 30th anniversary in 2026, cementing it as one of the longest-running kit partnerships in South African sport.

The academy represents a significant step in the globalisation of European club development models and Ghana's continued positioning as a key talent hub in African football.

The partnership comes as Thunder enter the season as two-time unbeaten Kenya National Basketball League (KNBL) champions and prepare to represent Kenya in the 2026 Basketball Africa League (BAL) for the second time. The Send App branding will feature across matchday activations and digital platforms.

The agreement precedes the league's inaugural South African event, scheduled for March 19–22, 2026, at The Club at Steyn City—already among the fastest-selling tournaments on the 2026 calendar according to LIV Golf.

Guaranty Trust Holding Company Plc (GTCO) has confirmed its continued role as main sponsor of the NPA Lagos International Polo Tournament, one of Africa's oldest and most prestigious sporting events. The 2026 edition will take place at the Lagos Polo Club from January 27 to February 15, drawing top local and international polo teams and high-profile spectators.

Rather than a traditional endorsement, the collaboration is positioned as a purpose-driven partnership — focused on authentic storytelling, community initiatives, and highlighting the role of food, family, and everyday people in South African life.

Under the partnership, Sevilla will provide sporting and technical advisory support, with a strong emphasis on: Coach education and technical development, youth talent identification and pathway structuring, club operations and broader football business expertise.

One of South Africa’s most successful football clubs Orlando Pirates has announced a naming rights partnership with Dutch brewing company Amstel. The partnership will also see Orlando be the Official beer partner of Orlando Pirates FC.

The partnership embeds Red Bull into CSA’s high-performance ecosystem, targeting athlete preparation, recovery, and mental focus across national teams.