ASIG, Africa Sports Intelligence Group
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ASIG, Africa Sports Intelligence Group
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Sports sponsorship intelligence for Africa

We guide brands to the right sports partners across Africa, and get African sports properties ready for sponsorship.

Request a briefingSee our insights
75+sports properties mapped
250+sponsorship deals tracked
210+brands monitored
14African countries covered

Figures from the ASIG intelligence database, updated weekly.

For brands

Looking at African sport but not sure where to start? We show you which properties, athletes and projects fit your goals, and why.

Services for brands

For sports properties

Clubs, leagues, federations, academies and events: we package your audience and assets in the format sponsors look for.

Services for properties

Three ways we work with you

Market intelligence

Clear briefings on sports sponsorship by country or sector: key properties, active sponsors, audiences and open categories.

Opportunity identification

Tell us who you want to reach. We shortlist the partners that fit and explain why.

Commercial readiness

Properties get their data, assets and sponsorship offer in shape before sitting down with brands.

Inside the database

We map African sport market by market: the properties, the brands that sponsor them, the deals they sign and the people who decide. Here is a glimpse of what our briefings are built on.

Exhibit 1

What we map

Properties by type

Clubs
44%
Federations
20%
Events and tournaments
18%
Leagues
10%
Academies, athletes and other
8%

Source: ASIG database, October 2026.

Exhibit 2

Who sponsors African sport

Top sponsor categories, by share of deals

Sportswear
13%
Beverages
9%
Betting
9%
Banking and fintech
8%
FMCG and food
7%
Telecom
6%
Media and streaming
4%

Source: ASIG database, October 2026.

Exhibit 3

How deals are structured

Deals by type

  • Official partner64%
  • Naming rights12%
  • Kit supplier10%
  • Shirt and sleeve6%
  • Broadcast and media4%
  • Other4%

Source: ASIG database, October 2026.

Exhibit 4

Sports covered

Properties by sport

  • Football64%
  • Basketball14%
  • Athletics10%
  • Multi-sport8%
  • Other sports4%

Source: ASIG database, October 2026.

Exhibit 5

Where sponsors come from

Sponsors by headquarters

  • Africa63%
  • Europe22%
  • Rest of the world15%

Roughly one sponsor in five is based in Europe.

Source: ASIG database, October 2026.

Exhibit 6

What a briefing contains

Sample profileConfidence level: High

Property Intelligence Profile

Property
Club name hidden
Market
West Africa
Sport
Football, top tier
Social audience
000,000 followers
Core fan age
00–00
Current sponsors
Telecom, betting
Open categories
Banking, airline
Assets available
Shirt, stadium, digital, community

Illustration only. Real profiles are shared in briefings, with the property's agreement.

Source: ASIG.

A full football stadium at night before kick-off

Our principles

Intelligence first

We recommend what fits, not what we need to sell.

Transparent data

Every figure comes with its source, date and confidence level.

Close to the ground

Direct conversations with the properties we map.

A global perspective

We work with brands from every continent, including African companies growing across the region.

Exploring sport in an African market?

Tell us your goal and market. We'll come back with a first view of the opportunities.

Request a briefing