By Steve Moorhouse
Orange
Orange has again become the official partner of the tournament and are
currently the title sponsor of The Africa Cup of Nations. The mobile network
has made great strides in Africa and currently sponsors the national teams in
Cameroon, Mali, Niger, Guinea, Senegal, the Central African Republic, the
Democratic Republic of the Congo and Botswana.
The company has now secured the title rights to the tournament until 2016
and is also the media partner of African football, offering exclusive mobile
content across the continent. Orange has an added interest in this year’s
competition, with a number of the teams competing, coming from areas where they
operate their network, including; Tunisia, Morocco, Niger, the Democratic
Republic of the Congo, Mali and the Ivory Coast.
Orange are continuing their efforts to become a major player in African
football sponsorship and have a number of services available to fans throughout
the tournament. One of these is the Football Fan Club, a mobile platform that
provides news, games and forums about African and European football. The
service has approximately two million users.
There’s also the Orange AFCON madness that gives fans the chance to win
packages and match tickets. The mobile provider also has an app for smartphone
users, allowing fans to keep up-to-date with match highlights and goals.
In an effort to make sure the tournament is accessible to as many people as
possible, “Orange Villages” have been set-up in many of the major cities where
the group operate. These villages are designed to create a festival atmosphere,
that broadcast games on giant screens and provide games and football related
competitions.
In an official statement, Orange said:“It is with great pride that Orange
associates its brand with various African competitions and this proximity is
associated with human values shared in African sports. This achievement is a
celebration of the closeness of the brand to the African markets.”
Adidas
Adidas is the long standing partner to the Confederation of African
Football (CAF). The latest agreement was signed in 2008 and runs until 2016,
meaning Adidas will provide the CAF with sports equipment for their events and
programs, including courses for coaches, referees, sports medicine and football
administration.
African football fans chose the name of the AFCON 2013 ball, made by
Adidas. The ball is called Katlego, which means success. Zobuzwe Ngobese, PR
Manager at Adidas South Africa said: “Adidas is proud to be at the helm of the
production and the naming of yet one more South African inspired official match
ball following the resounding successes of both the Kopanya and Jabulani match
balls.
This will be Adidas’ fourth official match ball for the AFCON since its
partnership with the federation in 2008.”
Puma
Earlier in January, sports retail giant Puma, bagged the rights to become
the Official Fan Supplier at AFCON 2013.
The deal allows Puma to develop and distribute sportswear, apparel and
accessories that carry the Orange Africa Cup of Nations logo, as well as the
chance to control retail stores, vending stands and kiosks in and around the
stadiums.
They have partnered up with Totalsports to complete the retail side of the
deal, with Totalsports managing the official fan shops and distributing the
official fan merchandise.
Puma has a strong heritage with African football that stretches back almost
two decades and has grown progressively over the years. Since 1998, Puma has
had an association with the continent, investing in grassroots projects, player
relationships and African Federation partnerships.
Brett Bellinger, Marketing Director for Puma South Africa commented: “This
partnership with CAF’s major competition is very positive for the brand. We're
very pleased to be able to work together with CAF to provide African football
fans in both South Africa and those visiting for the tournament, an opportunity
to show their support and purchase Official Fan Merchandise.”
PepsiCo
PepsiCo, the global food and drink company is also a sponsor for AFCON
2013. The company has been involved in African football for a number of years,
through player sponsorship, teams and promoting grassroots football. PepsiCo
sponsors top African players such as Didier Drogba, Mohamed Abu Treika and
Egypt’s Amr Zaki.
The Pepsi Football Academy in Nigeria has 14 centres and 3000 students,
whilst the Pepsi Schools’ League in Egypt covers over 5,500 schools with around
75,000 student participants. This shows the company’s dedication to grassroots
football in Africa.
PepsiCo’s sponsorship of AFCON 2013 continues their previous involvement
and highlights their strong presence with the continent’s governing body, CAF.
They have a partnership deal that runs until 2016, which covers all of CAF’s
major championship.
Nissan
Nissan is the Official Automotive Partner for the Orange Africa Cup of
Nations, as well as the 2015 event in Morocco.
The automotive group has manufacturing plants in Egypt and South Africa,
where this year’s tournament is being held. This new sponsorship deal will
further the company’s brand in the African continent, who already sponsor the
South African football team, Kaizer Chiefs.
At the time the deal was struck, in December 2012, Mike Whitfield, Managing
Director of Nissan South Africa said: “Nissan’s association with AFCON, which
attracts a large following throughout the continent, provides a powerful
platform to build our brand.
“As the automotive partner of the 2013 and 2015 events, we are particularly
pleased to be involved in football, a sport that touches the heart of many, and
reaches across the continent.”
Since 2011 and the launch of the business plan “Nissan Power 88,” the
company has seen sales grow across Africa. Nissan aim for a global market share
of 8% and cooperate operating profit of 8% by 2016.
Nissan’s South African subsidiary, Nissan South Africa, is one of the
country’s leading automotive original equipment manufacturers. The company’s
history dates back almost 50 years to the import and local assembly of
completely knocked down vehicles, followed by the production of a number of
locally produced vehicles at its manufacturing plant in Rosslyn, Pretoria.
Today the company is among the top five car manufacturers in South Africa.
Samsung
Samsung will once again be providing electronic and telecommunications
equipment support to the tournament, continuing since their first involvement
back in 2008.
A deal was recently renewed in May 2012, which sees Samsung’s partnership
with CAF continue through to 2015.
Samsung have said they aim to “bring the games” to the fans and ensure they
can engage and interact with their teams. 28 fan zones will be located in seven
African countries this year, including mobile fan zones that will tour the
stadiums during the tournament.
As well as being active during the Orange Africa Cup of Nations in South
Africa, the telecommunications giant will also be involved in the African U-20
Championship.
Standard Bank
Standard Bank pledged their support to African football by signing an eight
year deal with the CAF back in 2008. The bank is therefore the Official Banking
Sponsor of the 2013 AFCON and will remain so until 2016.
The decision to sign a lengthy contract has coincided with Standard Bank’s
ever growing presence in Africa.“It is appropriate that Standard Bank, which
has an association with Africa and a heritage that stretches back 150 years,
with the largest presence in Africa of any financial institution, should be a
key sponsor of African football.” said Jenny Pheiffer, Head of Brand and Sponsorships,
Standard Bank.
“We are proud to be able to have a long-standing commitment to CAF which
showcases Africa’s accomplishments in the sport through competitions that
attract continental and global audiences. This is a major opportunity to connect
with our customers, football fans and our employees, in all of the eighteen
countries in which we operate, through our shared passion for Africa and
African football.”
Standard Bank will also sponsor the Orange Africa U-20 Championship, Orange
CAF Confederation Cup and Orange CAF Champions League.
IFD Kapital
IFD Kapital is one of the leading diversified holdings in Russia and has
become the first Russian company to support the African Cup of Nations.
They currently invest in oil and gas, banking, financial services, assets
and pension funds management, construction, mass media and high tech
industries.
IFD Kapital has been involved in football in their home country for many
years. They have sponsored Russian Premier League side Spartak Moscow for over
eight years and were a part of the successful bidding team for the 2018 World
Cup.
A statement from IFD, regarding their sponsorship of the AFCON said: “We
are proud to have a privilege to be the sponsors of this event. We are pleased
to be the first Russian company supporting this game in Africa. Our
participation demonstrates not only our devotion to the football game, but also
the warm friendship between our countries.”
Nasuba Express
Nasuba Express is another official sponsor of this year’s tournament in
South Africa and will also sponsor all major CAF events for the next eight
years.
The company, a subsidiary of the LC2 group, deals in money transfer and has
seen its profile rise dramatically in Africa and the new sponsorship deal with
CAF will increase their viability even more.
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