More and more int'l companies are recognizing the "value and excellence" of African athletes in their various codes, and the investments and partnerships "keep rolling in," according to THE UGANDAN OBSERVER. There are numerous sporting events that have "lucrative sponsorship deals that enable them to deliver fantastic services both on and off the sports ground." It used to be that the biggest deals came from major car manufacturers, but in recent years the "most sought after sponsorships are from global airlines like Emirates, and now big betting companies like the Betway Group." Betway is the primary sponsor of Premier League side West Ham United and recently added a number of African football teams to its banner. These include Ashanti Gold, AFC Leopards and Mathare FC. The betting agency also sponsors major African rugby and basketball teams. These "lucrative deals" are not just a "boost" to the "teams' coffers or an upgrade to the playing kits and equipment." Sponsorship partnerships help with the "growth and development of sports in Africa." Sponsorship deals also "open up doors" for more int'l exchange programs for both players and coaches. This means "more exposure and training to come home and further develop local players" (THE UGANDAN OBSERVER, 7/29).
