The new sponsor joins commercial partners of the awards, which include headline partner Virgin Active and Virgin Atlantic, SuperSport, Rapport, City Press, EA Sports and Deloitte.
"In its relatively short existence, the company has established itself as a supporter of various sports, such as motor, boxing and rugby. It is also a national supporter of the 2010 FIFA World Cup," says Neo Africa founder and CEO Vivien Natasen.
The inaugural South African awards will mirror the annual gala Sport Industry Awards in the UK - reportedly the largest sport business event in Europe.
