Africa loves soccer, and the popularity of the sport has inevitably attracted soccer sponsors that provide funds in the form of sponsorship deals to be associated with the various competitions taking place around the continent.
One of those competitions was the recently-concluded 2017 Africa Cup of Nations, which was a success in part due to the work and support of sponsors.
These global and local brands are important to the development of the sport, ensuring that the most popular brands on the continent are associated with the regional and continental competitions that command the most attention and support from fans.
Numerous brands benefit from this, while the competitions themselves require the finances provided by these deals to survive and thrive.
We take a look at 12 soccer sponsors that are involved in sponsorship of the beautiful game on the African continent.
Sources: CAFOnline, BBCSport, CNBCAfrica, Goal, StandardBank, iSportConnect.
The Confederation of African Football (CAF) and global integrated energy producer and provider Total reached an agreement in 2016, with the well-known brand confirmed as the official title sponsor of African football for the next eight years, which includes being the AFCON title sponsor.
Castle Lager is the title sponsor for the regional showpiece event that entertains fans in southern Africa, the COSAFA Challenge Cup, as well as the junior competitions. Countries that take part in these competitions include South Africa, Zimbabwe, Zambia, Botswana, Namibia, Mozambique and Angola.
In 2009 the Confederation of African Football (CAF) signed an eight-year agreement with French telecommunications giant Orange. The deal involved Orange being a sponsor of all major competitions on the continent affiliated to CAF. This includes the Africa Cup of Nations, the African Nations Championship, the African Youth Championship, the African Champions League, the Confederation Cup and the African Super Cup.
As a broadcast sponsor, SuperSport has given soccer on the continent an incredible boost, involving themselves in various local top-flight leagues and continental competitions, broadcasting soccer to fans around the world and throughout Africa.
The South African telecommunications giant has been a big supporter of soccer on the continent for many years, being involved with various leagues including the Ghanaian top flight. MTN was also the principal sponsor for the Africa Cup of Nations (AFCON) before Orange took over a few tournaments back.
The leading supplier of cement in southern Africa, PPC, recently announced their sponsorship of COSAFA’s 2016 Under-20 championship. PPC have the option of renewing their sponsorship for a further three years when it expires.
An important sponsor for the Council of Southern Africa Football Associations (COSAFA), Air Namibia is involved in sponsorship of the regional competitions in southern Africa with regards to the senior and junior versions of the tournaments.
The South African bank with ties throughout the African continent has been involved in the AFCON tournament for some time, having signed an eight-year partnership deal with CAF to become to official financial services provider for African competitions.
Samsung has been a proud sponsor of CAF’s flagship competition, the AFCON, since 2008. They provide CAF with electronics and telecommunications equipment to support the successful hosting of the tournament. Samsung also organised the ‘Pop-Up Stadium’ concept in numerous African countries to offer soccer fans the opportunity to enjoy the matches and share their enthusiasm for the beautiful game outside of the host nation.
Pepsi is another of the big global brands involved in sponsoring African soccer through its partnership with CAF, and sponsorship of major CAF competitions such as the AFCON. The soft drink company is involved in player sponsorship, teams and grassroots soccer promotion.
Globacom has been a major contributor to sport sponsorship in Nigeria since it established operations in 2003, committing resources to support the Nigerian national teams and the local top flight competition, which was known as the Glo Premier League for much of that time until 2016.
The world famous sporting brand from Germany is a major sponsor of soccer around the globe, and Africa is no different, with the soccer balls for all CAF competitions supplied by the sports wear giant.