Debswana Diamond Company has been confirmed as the title sponsor of the World Athletics Relays Gaborone 2026, committing P16 million ($1.17 million) to the event scheduled for May 2–3 at the Botswana National Stadium.

This sponsorship marks a strategic alignment with one of East Africa's leading endurance events.

PUMA will supply all official on-court and off-court apparel across the league. This includes team uniforms, warm-up and training gear, referee kits, fan merchandise, and apparel tied to BAL's social impact and player development programs.

RB Leipzig will travel to South Africa for the first time in May 2026, extending the Bundesliga club’s international expansion into a region increasingly viewed as a key growth market for global football.

The country is set to deepen its global sports marketing strategy through a new tourism partnership with Chelsea FC, as the West African nation continues using elite football clubs to promote international travel and investment.

Netstar a leading provider of vehicle tracking and telematics solutions, has announced a strategic partnership with the Sunshine Tour to develop advanced performance analytics and tracking technology for professional golf.

Under the partnership, ProBottlers will supply water and energy drinks to Zimbabwe's national football teams, including the senior men's and women's national teams, as well as youth national teams and grassroots development programmes across the country.

The deal represents one of the more notable aviation partnerships in African basketball and reflects growing corporate interest in supporting elite women's sports programs across the continent.

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.

A limited run of customized chocolate bars will be distributed across selected markets, with proceeds supporting Frimpong's foundation, Hope Of A Billion.

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 allocation includes KShs. 100 million in direct support for the rally, alongside KShs. 28.5 million dedicated to sponsoring five regional drivers, with the remaining funds directed toward marketing and on-ground activations.

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.

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.

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.

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.

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.