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Ellis Park secures 10bet as the official naming rights partner

Ralph Staniforth

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Last updated: 2 hours ago

Ralph Staniforth 2 hours ago

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Ellis Park Stadium rebranded as 10bet Ellis Park in a five-year deal.
Partnership focuses on fan engagement and community support.
Aims to revitalize the precinct and elevate the stadium as a premier venue.

Ellis Park Stadium has unveiled 10bet as its official naming rights partner, marking the start of a five-year agreement. As part of the rebrand, the iconic venue will now be known as 10bet Ellis Park.

The partnership marks the beginning of an exciting era for one of the world’s most recognisable sporting landmarks and its new global partner. With a shared passion for sport, community and memorable fan experiences, the agreement brings together two brands committed to celebrating the energy, unity and pride that live sport inspires.

Known for hosting major rugby, football, entertainment and community moments, 10bet Ellis Park will continue to serve as a meeting place for fans from Johannesburg, South Africa and beyond. The partnership is also expected to unlock new opportunities for brand visibility, fan engagement and initiatives that support the surrounding precinct and community.

Ellis Park is commonly referred to as the Springboks 'spiritual home' as it has seen some of the more memorable South African victories. After all, it is the very same stadium where Joel Stransky's drop goal won the Springboks the 1995 Rugby World Cup against the All Blacks.

Following that win, Nelson Mandela, then South African President, walked out to hand captain, Francois Pienaar the trophy, wearing the iconic number six jersey. It is a moment sketched in history, not just for South Africa, but around the world.

It also marks the moment that rugby as a sport began unifying the nation post-apartheid. Of course, there has been many other memorable moments at Ellis Park - who can forget Patrick Lambie's last ditch penalty from 55 meters to beat New Zealand against all odds back in 2014.

“We are incredibly proud to announce 10bet as the official naming rights partner of Ellis Park Stadium,” said Michelle Colborne, Marketing VP at 10bet Africa.

“This is more than a naming rights agreement; it is the start of an exciting journey with a stadium that has played such a powerful role in South African sport. 10bet is passionate about sport, about fans and about creating meaningful connections with communities, and this partnership gives us a unique platform to do exactly that. As the official partner of Bafana Bafana, we understand the emotion and pride that sport brings to South Africans, and we look forward to building on that same spirit at 10bet Ellis Park.”

Managing Director at Ellis Park Stadium, Pieter Burger welcomed this new commercial partnership highlighting it as being a new chapter for the internationally renowned venue.

“Ellis Park has always been more than a stadium; it is a place where history is made, where communities gather and where brands become part of unforgettable sporting memories. We are delighted to welcome 10bet into the Ellis Park family as our official naming rights partner.

“This five-year partnership represents a fresh and exciting chapter for the stadium, and we believe it will bode exceptionally well for both brands. Together, we share a love for sport, a commitment to fans and a belief in the positive role a world-class venue can play in the city and the community around it.”

Former Springbok, Lions flyhalf and current 10bet brand ambassador Butch James, who made his first test appearance at Ellis Park, commented on the magnitude of this partnership.

"Ellis Park has always been one of the most iconic stadiums in world rugby, and it's fantastic to see 10bet committing to such a significant partnership.”

"I have had some incredible memories of playing at Ellis Park, especially having made my international test debut at that venue. Running out in front of a packed crowd, feeling the energy from the stands and representing the Lions in such a historic venue are moments I'll never forget.”

Through the partnership, 10bet and Ellis Park Stadium will work together to elevate the match day experience while working together, in partnership with the relevant stakeholders, to revive the inner-city project by strengthening the stadium’s position as a leading destination for sport, entertainment and shared community celebration.