Online sports betting and gaming giant Betway has signed a significant deal with South Africa’s Premier Soccer League (PSL) to become the title sponsor for the premier division. As a result, the league will now be known as the Betway Premiership.
Established in 1996, the PSL has grown into one of South Africa’s most cherished sporting institutions. The new Betway Premiership season has already kicked off on August 3 2024.
Dr. Irvin Khoza, Chairman of the PSL, expressed his excitement about the partnership, saying, “This is a massive boost for every lover of football in this country. Our partnership with Betway confirms our league’s standing as one of the best in the world and heralds a wonderful future for our game.”
Dr. Khoza further highlighted the positive impact Betway is expected to have. He said, “Betway’s energy and enthusiasm will have an immediate impact across all facets of the game, and on behalf of the PSL, I am proud to welcome them on board as title sponsor and partner.”
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Financial Impacts and Future Prospects
The financial aspects of this agreement have also garnered significant attention. Betway’s CEO, Laurence Michel, underscored the magnitude of this investment. He described it as “the single biggest investment in South African sport”. The Betway Premiership deal is reportedly being valued at around R900 million ($49.2 million) over a three-year period.
Michel also elaborated on the potential benefits of the Betway Premiership deal. He said, “We are so excited by what this partnership will do for football fans in South Africa. As a brand, we are known globally for our sponsorships of the world’s biggest clubs and tournaments, and that experience is going to play a huge part in driving the PSL forward.”
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Betway’s Expanding Influence in South African Sports
Betway’s presence in South African sports has been on the rise through various sponsorships. Notably, in 2022, the company became the inaugural title sponsor of SA20, South Africa’s T20 cricket league.
This latest partnership with the PSL further solidifies Betway’s commitment to supporting and enhancing the sporting landscape in South Africa.