This brings together a fast-scaling consumer platform and one of Nigeria's most recognizable football figures, as Chowdeck looks to strengthen brand visibility and deepen customer engagement across its core markets.

The partnership indicates a growing trend among Egypt's fintech platforms, where sports partnerships are becoming a key tool for brand visibility and cultural relevance - particularly as a way of reaching the next generation of consumers.

The platform is designed to address gaps in healthcare access, financial planning, and long-term security for athletes in Kenya.

The deal marks On’s entry into South Africa’s track and field market, as it builds presence across African athletics.

In a statement, the league said it had “made the decision to part ways with Francis Ngannou,” adding that it has “great respect for Francis as both an athlete and a person”. Ngannou joined the PFL in 2023 after a high-profile departure from the Ultimate Fighting Championship, as one of the most significant free-agent signings in MMA history.

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.

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

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.

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.

The Afrobeats star is stepping into a bold creative role with the Swiss athletic shoe and performance sportswear company that designs and markets sports clothing and running shoes.