With the Orange telecom company from France, covering the better part of the continent with its telecom services, they have raised their profile even higher in sports by sponsoring all Confederation of African Football (CAF)events.
From media reports, the specific details have not been disclosed but the company has agreed to an 8-year sponsorship deal covering major tournaments like the African Cup of Nations, the African Champions League among others.
The deal came through after the MTN 4-year deal came to an end. MTN is an official sponsor for the 2010 World Cup and also a major African telecom company.
This will be an interesting preposition as next year sees the Cup of Nations open up the continent's football bonanza in Angola followed by the World Cup which we still hope(sic) will be hosted by South Africa.