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.

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.

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.

Cricket fans will gain access to premium accommodation options worldwide when traveling to watch top-class international cricket at ICC tournaments.

By investing across all four unions, SPAR is aligning its brand with unity, local economies, and the communities that sustain the sport.