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.