The partnership lands as Volkswagen marks 75 years in South Africa, where the "People's Car" has built one of the country's most established manufacturing and consumer footprints.

The Rwanda Development Board secures the most prominent placement in club football, putting its tourism brand on the chest of Villa's men's, women's and academy shirts.

Africa's largest e-mobility firm turns to the country's most-supported club to convert brand awareness into adoption

Can a league that has struggled for years to sell its broadcast rights and pay modest wages suddenly underwrite the most expensive reward structure in its history?

Rwanda is extending a sports-marketing strategy that until now has run entirely through team and league sponsorships.

The NFL will stage its 2026 NFL Flag Africa Continental Championship in Kenya from July 9 –11, the league's third edition on the continent and its clearest signal yet that Africa sits at the center of a global expansion strategy built around flag football's 2028 Olympic debut.

It's a clean fit on paper: a digital-first bank chasing a young, mobile, football-watching audience, paired with a club that has built its brand around modern, intentional community-building.

The South African sports-drinks company co-founded by former UFC Middleweight champion Dricus Du Plessis. KNOX takes over from Sela, the brand owned by Saudi Arabia's Public Investment Fund (PIF)

As a record 10 African teams take the field in North America, the tournament arrives on screens across the continent through the most fragmented - and most African-owned - rights landscape the World Cup has ever had. See the full map.

Uganda has been awarded the hosting rights for the 2031 African Games, making it the first time the East African nation will stage the continent's premier multi-sport competition.

Running through May 2027, the deal spans three major competitions: the 2026 FIFA World Cup, the qualifying campaign for the 2027 Africa Cup of Nations, and the 2026 Women's AFCON in Morocco.

Under the agreement, DAZN will carry EFC events free-to-view for audiences worldwide, excluding Sub-Saharan Africa and Poland. The deal expands DAZN's global combat sports offering while giving EFC its broadest international platform to date.

Canal+ Group has confirmed an extension of its broadcast agreement with the National Soccer League (NSL), securing continued live rights to the Premier Soccer League across Sub-Saharan Africa via SuperSport on DStv.

From Abuja's national stadium to community mini-arenas, the Nigerian Federal Government is making its biggest bet yet on sports as an economic driver.

Masai Ujiri's non-profit has built basketball courts in 16 African countries since launching its Built Within initiative in 2021. Court 50 was a milestone. Court 100 is the mission.