SSA is involved in the sponsoring of various sporting disciplines in the country. Such sponsorship is extended to the Athletics Association of Swaziland (AAS) and the Swaziland National Tennis Association (SNTA).

The prominent areas where the sponsorship to AAS has been channeled in the past are the national field and track events as well as the three Sugar 10-kilometre races which are staged annually within the sugar belt. The SNTA sponsorship mainly goes towards the four-legged tournament for junior players staged at the University of Swaziland tennis courts.

Some of the best sporting facilities in the Kingdom are provided by the sugar industry.