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.

Biogen was established in 2004 and has partnered with multiple, professional teams and athletes since inception its was founded. SA Rugby confirmed Biogen as its newest commercial partner, following the signing of a three-year sponsorship agreement.

The tournament will take place on February 14–15, 2026, at Nyayo Stadium, making Kenya only the second African nation after South Africa to host a World Rugby Sevens Series event.

Soufiane El Bakkali, one of the most dominant distance runners. El Bakkali famously disrupted decades of Kenyan dominance by winning Olympic gold in the 3,000m steeplechase at Tokyo 2020.

Skateboarder Boipelo Awuah has become the first skateboarder in South Africa to secure a vehicle sponsorship, partnering with CHERY Kimberly. The one-year deal sees the 20-year-old Olympian receive a Chery Tiggo 4 Pro, full insurance, and appointment as a brand ambassador.

Silverbacks already holds a significant minority stake in the Cape Town Tigers, a team that has competed for three seasons in the Basketball Africa League.

The Moshood Abiola National Stadium is set to receive ₦24.6bn ($17.3m) as part of the The National Sports Commission's (NSC) ₦203.6bn($143.4m) allocation in Nigeria’s 2026 budget.

The project carries an estimated $50m Gross Development Value (GDV) and will be developed on a 22-acre site, integrating professional-grade sports facilities, residential components..

African Sports & Infrastructure Fund (ASIF) is a proposed $150m Africa-focused infrastructure fund designed to leverage sports and cultural influence as an entry point for long-term infrastructure

The new FIFA Regional Development Office will serve South Africa and neighbouring countries.

As part of its broader "Blue Economy Strategy", the government of Zanzibar is accelerating investment in sports infrastructure, youth development, and governance.

Liverpool Football Club has entered into a new long-term retail partnership with Old School Brand, one of South Africa's leading supporter and leisurewear brands, to launch the club's first official standalone retail stores on the continent

Dr. David Kofi Wuaku has been appointed as its first fund manager, marking a key milestone in the professionalisation of sports financing in Ghana. Dr. Wuaku brings over 30 years of experience in banking and financial management.

Private Equity firm Alta Semper Capital LLP has signed an agreement to acquire a majority stake in Nature Rule - a leading sports nutrition and dietary supplement company in the UAE with manufacturing base in the Egypt.

NBA Africa and Senyorita through its snack brand, LION to launch NBA’s First University Basketball Tournament on the African Continent. Lion joins existing partners Allianz and MAVEN Developments as Official Partners of the Jr. NBA/Jr. WNBA tournament in Egypt, that will expand to include nearly 150 boys’ and girls’ teams this year.

The award-winning global cryptocurrency exchange, today announced its partnership with LALIGA, Spain’s premier professional football league and home to some of the biggest clubs in world football such as Real Madrid C.F. and FC Barcelona.

Senegal emerged champions, earning $10 million in prize money. Read more to see full interactive prize money by country‍ and how each country finished in the tournament.