Who we serve
Sponsorship in Africa involves more than brands and clubs. Governments, investors and institutions now buy, fund and own sports assets. We give each of them the same thing: sourced facts and honest advice.
Which African properties fit our goals, and can we trust them?
- Market scans by country and sport
- Shortlists of clubs, events and athletes that fit
- Checks against our six Partnership Standards
- Deal structure and delivery check-ins
Example: banks are among the biggest sponsors of African running, from Absa at the Kip Keino Classic to Standard Chartered in Nairobi.
How do we become ready for serious sponsors?
- Commercial readiness review
- An asset list and packages brands can buy
- Benchmarks: what similar properties earn
- Introductions to brands that fit
Example: the Nairobi Marathon sold its event in many small, clearly defined pieces and raised a record KES 273 million in 2026.
Which sport properties can carry our country's image?
- Screening of events and partners, at home and abroad
- Reputation and risk review
- Benchmarks of nation-branding deals
- Visibility and impact tracking
Example: Visit Rwanda presents Formula 1's future African Grand Prix, and Uganda's tourism board chose European ice hockey to reach its target travellers.
Which African sports assets are worth backing?
- Market sizing and deal comparables
- Profiles of clubs, leagues and operators
- Sponsor revenue track records
- Watch lists: franchises, venues, new leagues
Example: the Basketball Africa League is selling permanent franchises, and new owners will need sponsors from day one.
Where can sport deliver measurable social impact?
- Mapping of youth, women's and community programmes
- Partner verification
- Co-funding opportunities with brands
- Simple, honest impact measures
Example: CAF now gives each national federation up to US$700,000 a year, with youth and women's football among the priorities.
Not sure where you fit?
Tell us your question. We will tell you honestly if we can help.