10bet becomes Lions naming rights partner

Ralph Staniforth

Editor

Last updated: 25 minutes ago

Share

Ralph Staniforth 25 minutes ago

Share this article

10bet becomes official naming rights partner of both Ellis Park and the Lions rugby team.
Partnership focuses on enhancing fan experience and long-term rugby growth in Johannesburg.
10bet introduces innovative fan engagement, incl. a Lions-themed digital game.

Following its growing investment in South African sport, 10bet has strengthened its presence in local rugby by becoming the official naming rights partner of the Lions rugby team.

The agreement follows 10bet’s recent announcement as the official naming rights partner of Ellis Park, the Lions’ iconic Johannesburg home, further extending the bookmaker’s relationship with the franchise. The team will now officially compete as the 10bet Lions, with the 10bet brand also featuring prominently on the front of the playing jersey.

The partnership represents a significant commercial agreement for both organisations and reflects a shared focus on growing the game, improving the supporter experience and contributing to the long-term sustainability of professional rugby in Johannesburg.

As part of the agreement, the team will officially compete as the 10bet Lions, with the 10bet brand featuring prominently on the front of the playing jersey.

The expanded partnership builds on 10bet's growing investment in South African sport, following its involvement in local football through its partnership with Bafana Bafana. Beyond brand visibility, the collaboration will focus on meaningful fan engagement, memorable matchday experiences, and initiatives that contribute to the continued growth and sustainability of rugby in South Africa.

Rudolf Straeuli, CEO of Lions Rugby Company, described the announcement as a landmark moment for the organisation.

"Having a partner commit to both our home ground and our team is a powerful endorsement of what the Lions represent. It demonstrates confidence not only in our brand, but also in the future of rugby in Johannesburg.

"This partnership provides an opportunity to further strengthen our commercial offering, elevate the experience for our supporters, and continue building a sustainable future for professional rugby.

We are proud to welcome 10bet as a strategic partner and look forward to achieving great things together."

Michelle Colborne, VP of Marketing at 10bet Africa, said the partnership reflects the company's commitment to making a meaningful contribution to South African sport.

"From the outset, our vision extended beyond stadium naming rights. We wanted to become part of the Lions journey by supporting both the team and the venue that has played such an important role in South African rugby history.

"The Lions embody passion, resilience and a proud rugby heritage that resonates with supporters across the country. We are incredibly proud that the team will now take the field as the 10bet Lions, and we look forward to working alongside the organisation to create unforgettable experiences for fans while contributing to the growth of the game."

More than a sponsorship agreement, this partnership represents a shared investment in the future of the Lions, the stadium they call home, and the community of supporters who have contributed to the team's rich legacy.

As part of its commitment to bringing sponsorships to life through innovative fan engagement initiatives, 10bet will also be launching a bespoke Lions-themed digital game in the next few weeks, inspired by the club's identity and heritage.

Following the successful introduction of Bafana Megaways through its partnership with Bafana Bafana, the new Lions-themed offering will provide supporters with another way to engage with the brand and celebrate their connection to the team.

By integrating its partnerships into its broader customer experience strategy, 10bet continues to demonstrate its commitment to creating meaningful value for supporters while strengthening its long-term investment in South African sport.

2026/27 URC 10bet Lions Fixtures at Ellis Park

Date	Time (SAST)	Match
26 September 2026	13:30	Lions vs Leinster
03 October 2026	13:45	Lions vs Ospreys
05 December 2026	13:30	Lions vs Vodacom Bulls
23 January 2027	13:45	Lions vs Zebre Parma
30 January 2027	13:45	Lions vs Cardiff
20 February 2027	13:00	Lions vs Hollywoodbets Sharks
27 February 2027	13:30	Lions vs DHL Stormers
17 April 2027	13:45	Lions vs Munster
24 April 2027	13:45	Lions vs Benetton

Ralph is from South Africa and studied Sports Science post school at ETA (Education Teachers Academy) in Cape Town.

He has always had a great passion for sport and this led him into the world of sports journalism, while coaching on the side. Since 2012 Ralph has worked as a journalist and covered many topics from business to sport.

Over the last seven years he has interviewed numerous top rugby and cricket players and coaches in South Africa.

Ralph has been betting on sports for the last ten years. He’s knowledgeable on numerous topics including football, rugby, cricket, tennis and golf.

He supports Manchester United (football), Cheetahs (rugby), Knights (cricket) and has a newly found appreciation for Dominic Thiem on the tennis courts.