Athletics
How the Nairobi Marathon raised a record KES 273 million
The Standard Chartered Nairobi Marathon sells its event in many small pieces, and 56 sponsors bought in for 2026.
Source: East Africa Journal, 22 Sep 2026
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Short reads on sports sponsorship across Africa, drawn from the ASIG intelligence database. Every figure is sourced.
Motorsport
Formula 1 is coming back to Africa
Rwanda has signed a 10-year agreement to host the Formula 1 African Grand Prix, presented by Visit Rwanda.
Source: Formula1.com, 13 Oct 2026
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Basketball
NBA Academy Africa closes: a gap in youth basketball
The NBA has closed its only elite training academy in Africa and moved training to a new global academy in Abu Dhabi.
Source: Reuters, 1 Oct 2026
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Football
AFCON 2027: the sponsorship window is open
AFCON 2025 in Morocco set commercial records, according to CAF. The 2027 edition in Kenya, Tanzania and Uganda is already selling.
Source: CAF, 4 Oct 2026
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Basketball
Courts as a new sponsorship currency
A clean-water company became NBA Africa's infrastructure partner in the DR Congo by funding basketball courts.
Source: NBA Africa, 5 Oct 2026
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Athletics
Why banks back African running
Absa's long-running title partnership of the Kip Keino Classic shows how a bank uses athletics.
Source: HapaKenya, 3 Apr 2026
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