July 30 – Online bookmaker Betway, who last week agreed a sponsorship with Manchester City, has also unveiled its title sponsorship of South Africa’s Premier Soccer League (PSL).
The league will be known as the Betway Premiership from the start of the new season that kicks off August 3.
The three-year deal has been described by Betway CEO Laurence Michel as the biggest sponsorship in South African sport the deal reports valuing the deal at BOUT R900m (£38.3 million).
“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,” said Michel.
Betway is licensed in South Africa through the Western Cape Gambling Board and has built a sponsorship portfolio in the country including naming rights to the country’s T20 cricket league.
The PSL was founded in 1996 and has grown to become South Africa’s most popular sports league.
Dr Irvin Khoza, chairman of the PSL, added: “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.”
Betway has a strong focus in football. As well as the recent Manchester City deal, the bookmaker is the shirt sponsor of West Ham United as well as the global betting partner of Brighton and Leicester City in the Premier League. In France Betway has a global partnership with PSG.
“Football is a fundamental part of South African life. It really is in our blood and has been for generations. We are incredibly proud to be the title partner of the Betway Premiership. It further demonstrates not only our respect of the history of the league, but our vision for the development for its future. The PSL aligns with our values as a brand that commonly champions great South African success stories,” said Michel.
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