Africa’s mobile-first generation: Sponsorship challenges and opportunities for brands
In this article Rebecca Eliot of ProTouch Africa, a strategic advisory and digital solutions FanTech business, guides us through the sponsorship landscape in Africa examining the trends, growth areas and and opportunities for brands.
"For decades, sports sponsorship in Africa has been measured primarily by visibility—logos on jerseys, in stadiums, and on broadcasts. However, as WiFi access expands and mobile internet adoption surges, brands are shifting their focus from passive exposure to meaningful digital engagement. According to TeleGeography, Africa has experienced a 41% increase in internet bandwidth between 2020 and 2024, making mobile-first digital activation strategies more critical than ever.
With more fans accessing sports content online, brands now have new opportunities to connect with audiences through interactive, data-driven sponsorship models. The continent’s youthful, mobile-first population and growing middle class further amplify this shift, ensuring that digital fan engagement becomes a key driver of sponsorship success in Africa.
The mobile-first revolution
Africa’s rapidly growing digital infrastructure is transforming sponsorship success. Mobile-first strategies are now central to engaging fans effectively. AI-powered chatbots and WhatsApp integrations provide real-time updates, enhancing direct communication with supporters. The rise of 5G is improving live-streaming experiences, making interactive features more seamless.
Fantasy leagues and predictive gaming are increasing fan participation, turning passive viewers into active contributors. Branded mobile apps are further strengthening engagement by offering exclusive content, gamified interactions, and personalised experiences tailored to individual preferences.
Digital clubhouses and fan communities
Interactive online spaces, or digital clubhouses, are becoming essential tools for fan engagement. These platforms allow supporters to connect directly with teams, athletes, and fellow fans, fostering a deeper sense of community." Read more on fan communities in our piece here.
"Fans gain access to exclusive content, behind-the-scenes footage, and live Q&A sessions, enriching their overall experience. Gamification strategies, including loyalty programs and interactive discussions, further enhance engagement. Unlike traditional social media channels, digital clubhouses offer brands greater control over content distribution, ensuring their messaging reaches the right audience without algorithmic interference.
Branded live blogs: Real-time interaction
Live blogs are emerging as a valuable tool for enhancing fan engagement during matches and key events. Unlike traditional social media, live blogs offer a dedicated space for real-time updates, ensuring guaranteed visibility for sponsors.
Fans can participate in live discussions, engage with multimedia content, and stay updated with instant match insights. Sponsors benefit from customisable content formats, including videos, polls, and interactive features, creating a richer experience for audiences. Additionally, live blogs offer premium advertising opportunities, allowing brands to integrate their messaging in an engaging and relevant way.
Africa’s growing sports sponsorship
Football: The powerhouse
Football remains Africa’s most popular sport, with leagues such as the Egyptian Premier League, South Africa’s PSL, and Nigeria’s NPFL attracting growing audiences. Digital media, social platforms, and increased investment in local leagues are fuelling football’s expansion.
Basketball: A rising contender
The Basketball Africa League (BAL), backed by the NBA and FIBA, is elevating African basketball’s profile. Grassroots programs, digital media, and high-profile athletes like Joel Embiid and Giannis Antetokounmpo are increasing engagement.
Rugby & cricket: Expanding markets
South Africa’s Rugby World Cup success has boosted the sport’s popularity, particularly in Kenya and Namibia. Similarly, cricket is gaining traction, with the Africa T20 League bringing international attention and investment.
eSports: The next frontier
Driven by mobile-first accessibility, eSports is surging across Africa. Competitive gaming leagues, corporate sponsorships, and streaming platforms like Twitch and YouTube are creating fresh opportunities for brand involvement.
The rise of women’s sports
Women’s sports are gaining momentum, with teams like Nigeria’s Super Falcons and South Africa’s Banyana Banyana leading the way. Increased media coverage and corporate sponsorships are driving fan engagement in women’s football, basketball, and athletics.
The future of sports sponsorship in Africa
As internet connectivity continues to expand, African sports fans are increasingly adopting a digital-first approach. This shift presents an incredible opportunity for sponsors to engage with fans in innovative and immersive ways. By integrating digital activation strategies with the continent’s fastest-growing sports—such as basketball, rugby, and cricket—alongside the ever-popular football, brands have the potential to create game-changing sponsorships."
