Sports, especially competitive sports require huge amount of money for its organiza- tion especially in the sphere of purchase and maintenance of sports facilities and equipment. The good news is companies like Castle Lager, MTN, Glo and SAB Ltd are getting to terms with the reality of pouring cash in sports tournaments in Africa. In a deal facilitated by MEGAPRO, it was announced on recently that Castle Lager will
sponsor the newly renamed Castle Tri-Nations Rugby series, all test series in South Africa and the overseas tours by the Springboks making Castle the largest sponsors of sports in South Africa which has the best sponsored sporting franchise in Africa.
In Nigeria companies like Coca-cola, Nigerian Breweries, Guinness, Mobil etc have contributed to the improvement of sports preparations recently and studies show that sponsorships are on the rise. Other corporate bodies and business institutions like Globacom, Shell, Nestle, Milo and Africell are also increasing their sponsorship budget of competitive sports across Africa.
While Castle Lager’s presence has been largely felt in the Southern part of the conti- nent where it has it’s largest market, MTN has succeeded in having their presence felt in almost all part of sub-saharan Africa. MTN has been CAF leading sponsor in all ma- jor CAF tournaments including the Champions League and Confederations cup. It is also sponsoring other sporting disciplines, MTN started sponsoring basketball in 2004 in East Africa, in Uganda MTN is the main sponsor of the national basketball league that have about 12 teams (eight men) and four (women).
However, it has to be noted that despite the rise in sponsorship, football has been the main receiver of funds and many other disciplines including athletics have been re- ceiving less. This is perhaps because most Africans are mainly interested in football and sponsors are definitely looking for areas of massive public interest.
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