Latest Insights
From Barefoot Viral Moment to Brand Deal: Kenyan Athlete Mercy Chepngeno enters NIL agreement with Swiss Sportswear Brand On
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.
Tony's Chocolonely Partners With Akwasi Frimpong on Olympic-Led Impact Campaign
A limited run of customized chocolate bars will be distributed across selected markets, with proceeds supporting Frimpong's foundation, Hope Of A Billion.
Orlando Pirates Extends 30-Year adidas Partnership in Landmark Five-Year Renewal
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.
South African Rugby Captain Siya Kolisi Partners with Pick n Pay
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.
Skechers to Set to open Footwear Factory in Algeria in collaboration with Tradifoot
Tradifoot announced the project on January 31 at the International Brands Exhibition Made in DZ, describing the venture as "a strategic partnership with the international brand Skechers" to develop a modern sports footwear factory.
Soufiane El Bakkali - Moroccan Steeplechase Champion gets sponsorship with On
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.
Liverpool FC Partners with Old School Brand as first Retail Partner in South Africa
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
SPA South Africa Partners with Vodacom Bulls, Lions, The Sharks and DHL Stormers
By investing across all four unions, SPAR is aligning its brand with unity, local economies, and the communities that sustain the sport.
Adidas and South Africa Football Association (SAFA) Sign Partnership Agreement
The three-year partnership will see the global sports brand become the official technical sponsor of South Africa’s national football teams ahead of the 2026 FIFA World Cup.
New Balance Open’s Store in Cape-Town, South Africa
The expansion is part of the brand’s latest UCC (Uncommonly Common Concept) experience to the Western Cape.
Burna Boy Partners with Swiss Athletic Brand On as Ambassador and Clubhouse President
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.