The company 10bet, a global online betting operator, has signed a five-year agreement with Ellis Park stadium, becoming its official naming partner. As part of this rebranding, the iconic venue will now be called 10bet Ellis Park.
Sports Investment Strategy
Acquiring the naming rights to the iconic Johannesburg stadium is part of 10bet's broader long-term strategy to deepen its investments in South African sports, communities, and fan experiences.
Michelle Colborne, Vice President of Marketing for 10bet Africa, stated in an interview with Business Report on Monday that this five-year partnership reflects the company's commitment to developing its presence in the country's sporting landscape. She emphasized that the company is interested in South Africans and aims to bring new energy to the 10bet Ellis Park Stadium.
Partnership with National Teams
Colborne also mentioned that 10bet has been collaborating with the national team Bafana Bafana for over three years. She expressed pride in the authentic partnership, noting the growth in support for the team during the Africa Cup of Nations (Afcon) and the World Cup, as well as its high performance. Furthermore, 10bet is an official partner of the PSL team Lamontville Golden Arrows.
According to Colborne, this collaboration brings the club's fans and Durban residents closer to their beloved team through activations and original content. The company is proud of its three sports partnerships in South Africa, which allow teams to focus on playing at the highest level.
Vision for the Stadium's Future
Colborne concluded her statement by emphasizing that 10bet invests in the South African community, sport, and its fans, noting that Ellis Park is an important part of their community and world rugby history. She noted that participating in the life of this iconic stadium was a simple decision because the company wants to be involved in preserving its energy for fans.
Peter Burger, Managing Director of Ellis Park Stadium, welcomed this new commercial collaboration with 10bet, calling it a new chapter for the world-renowned venue. He stated that the five-year partnership represents a fresh and exciting period for the stadium, which he believes will benefit both brands, as they share a love for sport and dedication to fans.
Opinion of Former Athletes
Butch James, a former Springbok player, Lions midfielder, and current 10bet brand ambassador, highlighted the significance of this partnership. He emphasized that Ellis Park has always been one of the most iconic stadiums in world rugby. James shared memories of his performances at Ellis Park, especially his debut in an international match at this historic venue.
He added that under the 10bet and Ellis Park Stadium partnership, they will work to improve the match day experience, and together with stakeholders, will contribute to the revitalization of the city center project, strengthening the stadium's position as a leading destination for sport, entertainment, and community celebration.