Walk into any stadium in South Africa today and you will struggle to miss it: the bold purple and yellow branding of Hollywoodbets. Whether it is plastered across the Sharks’ jerseys, lighting up Kingsmead Stadium, or sponsoring grassroots tournaments, betting companies are no longer just part of the background of sport – they are front and centre.
On the surface, this looks like a win. Sponsorships keep teams financially afloat, fund development programmes, and bring more visibility to local competitions. For fans, flashy branding and sponsored giveaways add to the atmosphere. But beneath the colourful banners lie a growing concern: is sport becoming a vehicle for normalising gambling, particularly among the youth?
South Africans spend more on gambling than on any other form of entertainment, and sports betting has surged in popularity among students and young adults. When your favourite team, stadium, or even varsity tournament carries the logo of a betting company, the message is subtle but powerful: being a fan means placing a bet.
Gambling can be addictive, and the excitement of betting on games – especially for students facing financial stress – can quickly spiral into debt. Sponsorship funding is important, but we also need to ask what message this sends. Sport should unite people, not push them toward risky financial behaviour.
Hollywoodbets, through its foundation, highlights the positive impacts of its sponsorships: scholarships, community initiatives, and funding for women’s sport. And it is true – without big-name sponsors, many events might not survive. Yet the tension remains: how do we balance financial support with social responsibility?
The question is especially relevant for universities. Varsity Cup rugby and student leagues increasingly attract corporate sponsors, and betting brands are eager to tap into the student market. But should universities, which already face challenges with student wellness, allow companies that profit from risky behaviour to dominate their sports landscape?
As South African sport leans further into betting culture, the line between supporting your team and gambling on it is becoming increasingly blurred. The concern is not just about money, but about identity: what does it mean to be a fan, and should betting be part of that definition?
