According to Global CEO Dean Kowarski, the concept is built around "training, recovery, wellness and social connection being given equal importance." rather than focusing on equipments, but more on experience monetisation.

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.

This new development now positions American football within Nigeria's formal sports ecosystem and aligns it with the Commission's RHINSE Agenda. In the most recently completed Super Bowl LX , six athletes of Nigerian descent featured — four of them on the winning team,

The partnership reinforces beIN's position as the leading Olympic broadcaster in the region and reflects a long-term strategic alignment with the IOC. Beyond rights acquisition, the partnership shows a shared commitment to expanding the reach, commercial impact, and cultural influence of the Olympic Movement across MENA.

Kenyan President, William Ruto has directed Kenya's Ministry of Sports to fully fund the construction of a new 10,000-seat stadium in Kilifi, showing an accelerated push to upgrade national sports infrastructure.

The move marks LegaXy's first international expansion, positioning it as the first Indian sportainment platform to establish operations in the region. The partnership will build an integrated sports management ecosystem across MENA, spanning: athlete representation, brand partnerships, experiential activations, original content development.

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.

The agreement precedes the league's inaugural South African event, scheduled for March 19–22, 2026, at The Club at Steyn City-already among the fastest-selling tournaments on the 2026 calendar according to LIV Golf.

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.

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.

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.

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.

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.