Sports Law & Taxation’s Post

𝐓𝐡𝐞 𝐮𝐩𝐫𝐢𝐬𝐢𝐧𝐠 𝐄𝐧𝐠𝐥𝐢𝐬𝐡 𝐏𝐫𝐞𝐦𝐢𝐞𝐫 𝐋𝐞𝐚𝐠𝐮𝐞 — 𝐀𝐟𝐫𝐢𝐜𝐚𝐧 𝐂𝐨𝐩𝐲 : 𝐓𝐡𝐞 𝐓𝐚𝐧𝐳𝐚𝐧𝐢𝐚𝐧 𝐍𝐁𝐂 𝐏𝐫𝐞𝐦𝐢𝐞𝐫 𝐋𝐞𝐚𝐠𝐮𝐞. While many African football leagues grapple with a credibility gap that repels major sponsors, the Tanzanian NBC Premier League (TPL) is scripting a compelling counter-narrative. The league's recent multi-year, multi-billion shilling sponsorship deals with brands like NBC Bank and Azam TV aren't just a stroke of luck; they are the direct result of a systemic overhaul that other leagues on the continent should be studying closely. The visible success is impressive: a ten-year broadcast deal worth over $97 million and a title sponsorship that injects billions of shillings into the league and its clubs. This financial influx has led to greater stability, timely salary payments, and an improved on-field product that's attracting better talent. But these are just the symptoms of a much deeper, more strategic transformation. 𝐓𝐡𝐞 𝐒𝐲𝐬𝐭𝐞𝐦𝐬 𝐃𝐢𝐚𝐠𝐧𝐨𝐬𝐢𝐬 The core challenge for many African leagues is a vicious feedback loop: a lack of transparent governance erodes sponsor trust, leading to underinvestment. This financial instability compromises the quality of the league and its administration, which further diminishes its commercial appeal. Data is unreliable, and potential partners see more risk than opportunity. Increased investment from broadcasters like Azam TV professionalized the league's visibility. This higher quality broadcast product, which now rivals international standards in its coverage of major derbies, amplified the league's reach and fan engagement. A more engaged and visible fanbase then becomes a highly attractive asset for sponsors, leading to bigger deals and further investment. This cycle is now self-reinforcing. Furthermore, the league has benefited immensely from the innovative approaches of its leading clubs. Take Yanga SC's fan ownership and engagement model. By transforming the club into a publicly and privately owned entity, they gave fans a tangible stake in their success. This wasn't just a sentimental gesture; it was a strategic move to build a loyal, financially invested consumer base. The next horizon is to leverage this growing platform to attract a more diverse portfolio of international brands beyond the traditional telecom and banking sectors. For executives of other African football leagues, the question is this: What is the single most significant step you can take in the next six months to improve your league's governance and transparency to a level that would attract a ten-year broadcast partner?

Sport Integrity Action Month Kicks Off in Brazil The Sport Integrity Global Alliance (SIGA), through SIGA LATIN AMERICA, is officially launching the Sport Integrity Action Month with a special Opening Session at Sports Summit São Paulo 2025, marking the beginning of an unprecedented international mobilisation for Sport Integrity. Among the programme highlights, on 1 November, SIGA Latin America will host the International Expert Summit on Sports Betting Integrity, as part of Sports Summit São Paulo 2025. The Summit will gather renowned experts to debate one of the most pressing issues of our time: the regulated sports betting market, its challenges and opportunities, addressing manipulation, criminal infiltration, corruption, money laundering, responsible advertising, protection of youth and vulnerable groups, and international cooperation. With SIGA as the Official Sport Integrity Partner, Sports Summit São Paulo enters its third edition as the largest and most influential sports industry gathering in Latin America, from 30 October to 1 November. EN: https://lnkd.in/dbuKrGWb PT: https://lnkd.in/dxgCEt6c

‼️ European Football Sponsorship Hits $1.1 Billion And We're Only Three Months Into the Season 📈 The numbers are staggering. Combined sponsorship spending across The Premier League, LALIGA, Lega Serie A, Bundesliga International GmbH, and LFP - Ligue de Football Professionnel 1 has already crossed $1.1 BILLION (€0.94bn) — and the 2025/26 season has barely begun. 👉 According to new data from Ampere Analysis, global brands are flooding into European football like never before: - 53% of new deals come from first-time sponsors — names like Robinhood, BYD, Vodafone, Louis Vuitton, Visit Maldives, and even the Government of the DRC. - Financial Services lead the charge (up 6 points), with Drinks, Automotives, Consumer Goods, and Sports Apparel also surging. - Meanwhile, traditional sectors like Construction and Food are fading. 💡 The message is clear — football’s sponsorship economy isn’t just alive; it’s evolving. This isn’t about logos on shirts anymore. It’s about global storytelling, cross-border investment, and the monetization of fan culture. 👉 adidas has reportedly added $100M+ in kit-supplier spend to cement its dominance (now 11% of total market share), while Nike holds at 6%. And with 76% of all sponsorship dollars now coming from international investors, Europe’s top leagues have officially become global commercial ecosystems. 💡 As media-rights growth plateaus, sponsorships are becoming football’s new financial engine — powered by digital engagement, lifestyle positioning, and global visibility. 📊 Total sponsorship spend across Europe’s top leagues: $5.4 BILLION and counting. And this is only the first quarter of the season. — 💡 365247 Insight: The next wave of sports investment won’t be defined by who owns the rights — but by who owns the relationship. Brands that integrate, not interrupt, will win. Football isn’t just selling exposure — it’s selling identity. 👉 📩 Don’t Just Watch Sport, Understand It. Join the 365247 Newsletter for daily insights: https://lnkd.in/e4aAnA4y 📖 Read the full article here at 365247 Media: https://lnkd.in/eaMxcZdw #FootballBusiness #Sponsorship #SportsMarketing #EuropeanFootball #PremierLeague #LaLiga #SerieA #Bundesliga #Ligue1 #BrandStrategy #SportsBiz #FanEngagement #SportsInvestment #Adidas #Nike #AmpereAnalysis #CommercialStrategy

Why sports sponsorship makes the difference ? In a saturated media landscape, sport remains a unique lever to create a sincere and lasting connection with audiences. In Belgium, 65.1% of the population declares an interest in sports, offering brands an exceptionally powerful platform for expression. According to the latest Nielsen Sports 2025 study: 📈 49.8% of sports fans believe sponsorship improves brand image 🎯 47.1% see it as a strong statement of a brand’s values ⭐ 42.9% consider sponsors to be socially responsible 🏆 31.5% prefer to buy a sponsor’s product when price and quality are equal Key insight: sponsorship is not just a logo, it is a powerful medium that influences image, values, and sales. #sportmarketing #story #Belgium #sponsoring

Can sports rights holders align with commercial partners for mutual benefit rather than being swayed by the sponsorship revenue ? And still be successful ? I think they can but it takes the CEO and Board of Directors and Owners to share this vision rather than set financial targets for the commercial department to achieve. We all know that money talks ! But, taking a long term view for the overall benefit of the sports rights holder is surely an important value for these organisations to not only survive but thrive. When we see 'fans' of say football clubs being disgruntled by 'their' club accepting money from an organisation that doesn't really fit with the club's values, this is when I start to think - yes, they've taken the money even though the new sponsor doesn't really fit the club's values. They were swayed by the money. And I'm sure they would say - 'we needed to hit the sales target and had no other option' ! Well, they may not have done in that situation but who put them in that situation ? They did it to themselves by setting short term financial objectives and then focusing their resources to hit the financial target. But what would have happened if the sports rights holder identified & captured what the organisation stands for, including the values. And then creating a strategy to attract new partners who not only align with the values but can add to them and form a partnership where both parties actually grow sharing similar values. Many sports rights holders pay lip service to the 'environment' issue but don't really do very much about it and in some cases, still welcome partners who may do less than they do. If a sports club says the environment is an important issue for us and wishes to have these values as part of their proposition and reason why, then surely they would naturally attract like minded organisations who wish to be aligned and see the benefits of a commercial partnership to further this cause. So, I'm keen to see sports rights holders develop their own unique proposition, their why and set values for their brand and then activate accordingly. And when they talk with a new potential partner, they should discuss these first and anyone not at least being able to show they are aligned on values, should not be entertained any further.

According to a recent Forrester report, 76% of marketers who spent on sports sponsorships said they found it difficult to determine ROI. Seventy-six procent. Let that sink in. 3 out of every 4 marketing executives who are active in sport sponsorship, find it difficult to measure and determine the ROI. Yet the report suggests that the majority of respondents did agree that they saw business growth linked to their sport sponsorship. But how did they measure that? Is that based on gut feeling? Something needs to change. Measuring the impact and ROI of your partnerships is no longer optional, it needs to be at the heart of a true partnership. The rights holders and teams who are able to showcase the full impact to their partners will be the long term winners. Thanks to Oliver Wolfs for bringing this research to my attention. We recently set up a research to see how Belgian brands are doing in terms of sponsorship evaluation and how they perceive the current market. It's safe to say that there is a lot of work to be done.. More on that very soon.

The ISMA-DAFC convention, a real strategic football match with two shock teams: the Sportsman-Academy Institute (ISMA) and the African Federation of Deaf Football (DAFC). Here is a comprehensive summary The kick-off: Objective of the agreement ISMA, a high-level strategic coach, is committed to acting as Director General of Strategic Development for DAFC. Their mission? Transform deaf football in Africa into a champions league, by implementing financing strategies, negotiating sponsorship contracts, and strengthening institutional relations. In short, they are there to score goals in the field of sports development! Winning tactics: ISMA deliverables Fundraising strategy: A complete strategy per year, with market analysis, action plan and performance monitoring. Basically, they play the attackers to find financing. Grant files: Minimum 5 files per year, written and monitored until victory (or rather, the funds are obtained). They leave nothing to chance, even the supporting documents are in the game! Institutional relations: 15 appointments per year with VIPs from the sports and diplomatic world.6 Embassies, ministries, international organizations... They are ready to dribble to get partnerships. Sponsorship contracts: Objective? At least one contract signed per year, with a 20% discount on equipment . And yes, even sponsors have to play the game! Representation at DAFCON: ISMA becomes the official spokesperson of the DAFC for the African Cup of Nations of Deaf Football. They negotiate rights, media contracts and organize voting. A real shock team! The rules of the game: Commitments of both teams The DAFC: It provides the necessary information, actively participates in appointments and promotes the partnership. Basically, she plays in defense and attack! ISMA: It respects the specifications, negotiates with finesse and reports the results. A true strategic midfielder. Duration of the match: 5 years renewable The agreement is signed for 5 years, with the possibility of extension. A bit like an extension in the final, but with a 12-month notice! In summary, this convention is a real game plan to propel deaf football in Africa to the heights. With ISMA as strategic coach and DAFC as captain, we can expect brilliant victories in the field of sporting and inclusive development

Govt injects N$10m to rescue premiership league  : Allexer Namundjembo  The government has announced a N$10 million injection into the Namibian Premiership Football League (NPFL) after Debmarine Namibia confirmed it would not renew its sponsorship.  The announcement was made in parliament on Thursday by the deputy minister of sports, Dino Balloti, delivering a ministerial statement on behalf of Minister Sanet Steenkamp. Debmarine has invested N$49 million in the premiership over the past three years, according to Balloti.  He added that the company has put more than N$112 million into sport over the last seven years but is no longer in a financial position to continue its support. “This development presents us with a funding challenge for the commencement of the NPFL. However, let it be clear to this House and to the Namibian public: this is not an impasse but rather a reflection of a tough economic climate,” he said. He praised Debmarine for its contribution to football and commended MTC for its longstanding support of men’s football and Namport for assisting lower-tier leagues.  “I wish to stress that this is not government interference. This is government intervention, where we are acting responsibly to safeguard the continuity of our nation’s most loved sport,” Balloti said. The deputy minister highlighted football’s reach across the country.  “Football is played in all 121 constituencies. It unites Namibians across social divides,” he said.  He called on the private sector to step in.  “This is a clarion call to the private sector and corporate Namibia to assist the Football Association in forming a consortium of companies that can collectively raise at least N$20 million to ensure that our top-tier league resumes without delay,” he said. Balloti described football as “the hope for the Namibian child, the inspiration for our youth and the glue that binds our social fabric.” For years, Namibian football has relied heavily on private sponsorship.  Sports officials have often called for improved sponsorship and better management of funds.  Namibia Football Association (NFA) president Robert Shimooshili previously appealed to companies to invest in competitions like the NFA Cup, which gives smaller clubs the chance to face top-tier teams.  The league is estimated to require N$35 million to operate effectively.  Debmarine Namibia chief executive officer Willy Mertens said sponsors must be valued and engaged properly, stressing that inadequate communication and respect for them could threaten future investments.  https://lnkd.in/d3PDqdzU #Namibia #Football #NPFL #SportsFunding #GovernmentSupport

Unofficial Partner Episode 510 Cause and Effect: The Sponsorship Effectiveness Revolution We went to the London offices of Sid Lee Sport to host Cause and Effect: Why sponsorship needs an effectiveness revolution. A live recording featuring industry professionals from across the sport sponsorship marketplace, who came together in front of an invited VIP audience to ask some big questions as sport's role as a marketing platform for brands. Taking part were: Hosting the event was Charlotte Thomson, founder of @The One10 Collective and formerly head of women's football at COPA90. Joining Charlotte on stage were Charlie Dundas (GSIQ),  Rebecca Martin (Barclays / European Sponsorship Association (ESA)), and Rory Natkiel (Sid Lee Sport) as founding board members of the Sponsorship Effectiveness Forum, a not-for-profit, cross-industry platform dedicated to raising the standard of sponsorship effectiveness. "By building benchmarks, sharing case studies, and challenging old assumptions, our mission is to help sponsorship achieve its true potential and claim its rightful place at the heart of brand building. This is just the start. Over the months ahead we’ll be publishing research, hosting events, and creating the tools the industry needs to move beyond exposure metrics and prove the real impact of sponsorship."

The MEC for Sport, Arts, Culture and Recreation, Mr Matome Chiloane, today underscored the Gauteng Provincial Government's commitment to the future of the industry by participating in the second and final day of the Sport Business Forum (SBF) 2025. The summit which kicked off yesterday, 16 October 2025 in Sandton, Johannesburg, convened a powerful delegation of sport business leaders, innovators, policy makers and stakeholders.   MEC Chiloane was on hand to honour the invitation and contribute to the crucial discussions aimed at moving sports forward, particularly in the context of commercial growth and sustainability. His engagement is a clear signal of the government’s intent to collaborate with the private sector and international partners to unlock the economic potential of the sports sector.   The two-day forum is seen as a strategically important event, aligning with South Africa’s G20 Presidency in 2025. This synergy provides a significant platform to position South Africa and the wider African continent as an essential gateway for investment into the global sports economy. Discussions over the last two days have focused on key areas such as infrastructure investment, new partnership models, and leveraging digital innovation to boost the African sports market. The forum is expected to yield concrete strategies and collaborations designed to drive a more sustainable and economically robust future for sport across the continent.