PSL Sponsorship - Betway partner with PSL in record deal

John Eastwood

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Last updated: 25 Jul 2024

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John Eastwood 25 Jul 2024

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Betway announced as new title sponsor for the Premier Soccer League on 24 July 2024.
Partnership potentially worth R900m, under the name Betway Premiership.
PSL Chairman Dr. Irvin Khoza and Betway CEO Laurence Michel express excitement over the deal.

On 24 July 2024, Betway announced their partnership with the Premier Soccer League (PSL) after DStv ended their partnership a year earlier than expected.

The new title sponsor has staked R900m on this partnership, but as Betway CEO confirmed, that number is only if the partnership goes beyond the initial three-year deal.

The Betway Premiership, as it will now be known, fixtures will be announced shortly.

Premier Soccer League Chairman, Dr Irvin Khoza was ecstatic about the new deal: “This is a massive boost for every lover of football in this country. 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.”

This comes after there was major concern about the financial sustainability of the league given DStv’s willingness to pull out of their contract a year earlier than expected.

However, Betway have been making great strides in supporting various sporting structures in South Africa. They also have experience of hosting huge, international tournaments after their successful partnership with the SA20 as title sponsors.

CEO of Betway Africa, Laurence Michel, is confident that this partnership will create a new era for the top division of men’s football in South Africa.

“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 said.

Football is the most watched sport in South Africa and the PSL has no match in terms of viewership. It is also considered among the best and richest leagues on the continent with top clubs regularly challenging in continental tournaments.

The PSL may have only formally began in 1996, but the league and clubs date back to almost a century ago.

Michel continued to say, “We appreciate how much football has done for people and for our country. As we begin this partnership, we want to acknowledge and celebrate what the game has accomplished in the past. We also want to enhance the game as it stands today and, most importantly, we want to help build an even better future for the next generation of footballing stars from this country.

“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.”

This deal has further affirmed Betway’s willingness and commitment to South African sporting structures through various codes. Their commitment now extends to the Springboks, Betway SA20 and the Betway Premiership.