A new, ground breaking deal is set to reshape South African football. The online gambling giant Betway has officially been announced as the new title sponsor of the Premier Soccer League (PSL). This three-year agreement of over R900 million brings a fresh wave of excitement and investment into one of Africa’s most prestigious football leagues, promising to enhance the competition and overall fan experience across the country and continent in general.
The collaboration between Betway and the PSL is a significant step forward for both entities. According to the PSL, the premier division of football will now be known as the Betway Premiership. For Betway, a global leader in sports betting, this partnership emphasises their undying commitment to supporting and investing in sports across Africa. The PSL, on the other hand, stands to benefit from Betway’s extensive expertise in sports promotion and recognisable fan engagement. The chairman of the PSL, Dr Irvin Khoza, has expressed his excitement regarding the Betway deal, saying “I am proud to welcome them on board as title sponsor and partner”.
Betway will be taking over from DStv as the title sponsor of the PSL. According to MultiChoice, DStv has had a five-year agreement with the PSL since 2020. This year being the fourth in that agreement. With that said, SABC Sport has reported that DStv has decided to cut ties with the PSL as they were “concerned about continuing to carry the costs of a partnership that runs into multi-millions per season”.
One of the most exciting aspects of this sponsorship is Betway’s focus on enhancing fans’ experiences with various plans to introduce innovative fan engagement initiatives. Betway aims to bring supporters closer to the action than ever before. Starting from interactive digital platforms and going all the way to exclusive fan competitions and promotions, the company is set to revolutionise how fans interact with their favourite teams online.
One of the major goals inspired by this partnership is to have a great impact on South African football culture and development. During the PSL press conference that took place on 24 July, Betway Africa’s chief executive, Laurence Michel, expressed the clear relationship that South Africa and the rest of the continent have with football. “We take pride in supporting a league that captures the essence of football and culture in this country and beyond,” Michel said.
As the new season started on 3 August, the excitement around Betway’s sponsorship is still palpable. Clubs, players and fans alike are eagerly awaiting the positive changes and opportunities that this partnership will bring. With Betway’s support, the PSL is set to reach new heights, solidifying its status as a powerhouse in African football.
