Sports sponsorships continue to find tremendous opportunities in Africa: from supporting emerging sports to projects linked to youth academies, from local teams to national championships, sports sponsorship plays a crucial role in Africa, facilitating activities that, starting from grassroots, reach professional teams. This potential has been understood by companies from very different sectors, from energy giants to European energy drink companies.
TotalEnergies x Africa Cup of Nations
Since 2017, TotalEnergies, the French energy giant, has been the main sponsor of the Africa Cup of Nations. The tournament, now known as the “TotalEnergies CAF Africa Cup of Nations,” extended its partnership in January 2025 with the Confederation of African Football (CAF) for another four years until 2028. Besides AFCON, the sponsorship covers 11 other CAF competitions, including school initiatives and youth programs. Other historic commercial partners include brands like Samsung, Canon, Nissan, Adidas, PepsiCo, Puma, and Standard Bank. TotalEnergies’ presence remains central to the development of African football.
Jungle Energy Drink x Ashanti Gold SC
Jungle Energy Drink, a German brand, maintains its commitment to Ashanti Gold SC, one of Ghana’s most renowned football teams. According to the latest news, their partnership, renewed in recent years, provides financial and product support to the team. Herbert Yeboah, CEO of the company importing Jungle, expressed intentions to expand the engagement in Ghanaian football, following a path already taken by companies like Pokoo and Betway, active in developing and supporting local football clubs.
Airtel x FUFA
Airtel, a telecommunications multinational with widespread operations across Africa, stands out for significant investments in sports, especially youth sports. The collaboration with the Federation of Uganda Football Associations (FUFA) remains the largest sports sponsorship deal in Uganda’s history, extended in 2025 for another four years. The deal (estimated at $2.8 million) includes support for the senior national team, FUFA Juniors League, and the annual FUFA Awards. Elsewhere in Africa, Airtel continues to lead initiatives like Airtel Rising Stars, involving under-17 athletes in countries including Tanzania, Ghana, Nigeria, and Malawi.
Volkswagen Motorsport Academy
Motorsport is gaining increasing space among sports sponsorships in Africa. Volkswagen continues its talent development project with the “Volkswagen Rookie Cup,” now in its third season in 2025. The program, active at circuits such as Killarney International Raceway in Cape Town, is dedicated to young drivers aged 14 to 16. The best are promoted to the competitive national Polo Cup. The current season highlights emerging talents, confirming Volkswagen’s growing interest in African motorsport.
Sport and Sponsorships in Africa: Is MotoGP Making a Comeback?
Africa boasts a significant tradition in motorsports; South Africa in particular has produced talents like Brad Binder, currently an official KTM MotoGP rider. Kork Ballington, a four-time world champion, remains a celebrated legend, while the dream of MotoGP returning to South Africa remains strong. However, as of July 31, 2025, no MotoGP races are scheduled in Africa for the 2025 season, although interest and pressure for a comeback are growing, fueled by local economic growth and public and sponsor appetite for a major global event.
Stay tuned: as soon as there are updates on sports sponsorships or the potential MotoGP return to Africa, we will inform you promptly.
Interested in learning more about sports sponsorship in Africa? Contact RTR Sports Marketing today at info@rtrsports.com