Latest Insights
MTN Eswatini adds E100,000 as PLE Charity Cup pot reaches E1.675 million
Three corporate backers have now signed up, but the Premier League of Eswatini is still paying for most of its revived charity tournament itself.
Uganda Tourism Board becomes Official Destination Sponsor of AFCON PAMOJA 2027
Under the partnership, the “Explore Uganda” campaign and its “The Pearl of Africa” tagline will run across the tournament’s broadcast, digital and in-stadium platforms.
Ivorian brand FLEXX to kit Côte d’Ivoire’s Olympic team at Dakar 2026
FLEXX announced the partnership under the campaign line “The Fabric of a Nation”.
Amstel adds PSL side AmaZulu to its South African football portfolio
The partnership was unveiled at The AmaZulu Experience at Moses Mabhida Stadium in Durban during the club’s media day for the 2026/27 season.
Visa to open Dakar office as it activates Olympic partnership at Youth Games
Visa will support secure, convenient digital payment experiences for athletes, fans and visitors, while contributing to the country’s digital transformation journey beyond the Games.
Fever becomes SA20’s official ticketing partner, will run sales across six stadiums
All Season 5 tickets will be sold through the official site, sa20.co.za, with Fever’s platform and backend technology powering every transaction.
FirstBank Renews Georgian Cup Sponsorship as Kaduna Polo Tournament Opens
FirstBank donated the trophy to the club more than a century ago, and it is regarded as the oldest polo trophy in West Africa.
Absa puts Eliud Kipchoge at the centre of pan-African brand campaign
Absa’s deal with Eliud Kipchoge shows a different route: one athlete, carrying a brand across 12 markets.
Nairobi Marathon sponsorship hits record KES 273 million as partner contributions grow 39%
Standard Chartered held its title fee flat at KES 130 million while other partners lifted their combined contribution to KES 143 million.
Nestlé makes Milo an official NBA partner, with Nigeria and Ghana among launch markets
The agreement takes effect on 1 January 2027. It covers 20 markets from launch, including Australia, Brazil, Indonesia, Mexico, the United Kingdom and the United States, with the Philippines joining from October 2027.
Uganda signs one-year Champions Hockey League deal to market tourism in Switzerland
The partnership is less about buying a global sports property and more about buying access to one specific market.
LALIGA signs multi-year consultancy partnership with Chad's sports ministry
The partnership covers: talent identification, coach training, a planned National Academy and reform of the domestic league.
BKT Extends URC Deal to 2030, Expanding Sponsorship Into South Africa
A global tyre partnership that brings the league's four South African franchises into the deal for the first time.
Burna Boy to Headline Halftime Show at NFL’s First Paris Game
Nigerian artist will perform at the league's first regular-season game in France as the NFL expands its international footprint
Olympique de Marseille adds Ivorian side as its first African partner club
Yamoussoukro FC, recently promoted to Ivorian Ligue 1, is pitched by the network as a modern, ambitious club with deep local roots and its own development plans already underway.
CSA Lands Three-Year Advtech Deal Across Women's and Youth Cricket
Under the deal, Advtech becomes official sponsor of the Proteas Women's inbound Test series and the CSA Youth Weeks and the Khaya Majola Cricket Week.
Nigerian football's top league renamed Euromatch NPFL under $7.5m deal
The NPFL, the sponsorship is the first conventional title deal since Globacom's backing lapsed in 2016.
EGYPTAIR signs three-season deal to become FC Barcelona's official airline partner
The partnership makes EGYPTAIR the “Exclusive Official Airline” of Barcelona’s men’s football first team, basketball team and handball team.
The Jester Group Unveils New Structure for Next Phase of Growth
The new structure, formalises what The Jester Group describes as the way its different areas of expertise already operate under the Jester name.
Mitsubishi Motors SA Renews AmaZulu FC Sponsorship With Seven Vehicle Handover
The carmaker also backs the Ambitious Player of the Quarter award, which puts the shortlist to a public vote, and holds stadium branding rights for home fixtures.