South Africa's Premier Soccer League rebranded to the Betway Premiership
Operator adds top division of South African football to its ever-growing sporting portfolio as Betway chief reveals plans for “driving the PSL forward”
The Premier Soccer League (PSL), South African football’s top division, has announced Betway as the league’s new title sponsor.
As a result of the deal, which is worth £38m, the division will now be known as the Betway Premiership.
Founded in 1996, the PSL is one of the most popular sporting competitions in South Africa. The agreement marks Betway’s commitment to the South African sporting industry and is the latest addition to a sporting partnership portfolio that already includes the country’s national rugby union team, the Springboks.
Dr Irvin Khoza, chairman of the PSL, heralded the impact the deal could have on the sport: “This is a massive boost for every lover of football in this country,” he said. “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’s energy and enthusiasm will have 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.”
During a press conference conducted at PSL’s headquarters in Parktown on Wednesday, 24 July, Khoza revealed: “It is a three-year deal and worth R900 million [£38m].”
Laurence Michel of Betway Africa suggested that the partnership represents the start of a new era for the league.
He remarked: “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.”
Michel concluded: “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.”
The deal sees Betway take over from MultiChoice-owned DStv as the PSL’s main sponsor. Despite the television channel having one year left to run on its contract with the league, it had been hit with serious financial losses in recent years.
Earlier this month, Betway’s parent company, Super Group, announcing that it is withdrawing the Betway brand from the US sports betting market.
The New York-listed operator is to instead focus on casino opportunities in New Jersey and Pennsylvania.