10bet says Ellis Park deal backs long-term SA strategy
The partnership renames the Johannesburg stadium as 10bet Ellis Park and aims to strengthen fan engagement and community projects around the venue.
South Africa.- Betting operator 10bet has outlined the strategy behind its Ellis Park Stadium naming rights agreement, saying the partnership reflects its long-term approach to investing in South African sport rather than a standalone sponsorship.
In a recent interview with Business Report, 10bet Africa marketing vice president Michelle Colborne said the company is focused on building lasting relationships with sports organisations, communities and supporters across the country. She said the Ellis Park partnership aligns with that objective because of the stadium’s place in South African sporting history.
Colborne pointed to 10bet’s existing sponsorship portfolio, noting that the company has partnered with Bafana Bafana for more than three years and is also the official partner of Premier Soccer League club Lamontville Golden Arrows. She said those partnerships have centred on fan activations and digital content aimed at bringing supporters closer to their teams.
She added that 10bet remains focused on improving its sportsbook, casino products and loyalty programme, with additional projects expected to be announced in the future.
The comments come weeks after 10bet secured the naming rights to Ellis Park Stadium under a five-year agreement, with the Johannesburg venue officially rebranded as 10bet Ellis Park.
The partnership is intended to strengthen the stadium’s commercial profile while supporting fan engagement and community projects around the venue.
Ellis Park Stadium managing director Pieter Burger previously said the agreement marked a new commercial chapter for the venue, adding that both organisations share an interest in strengthening fan engagement and supporting the surrounding community.
Former Springbok flyhalf and 10bet brand ambassador Butch James also backed the partnership, describing Ellis Park as one of rugby’s most recognisable stadiums. James, who made his Test debut at the venue, said the collaboration aims to improve the matchday experience while contributing to efforts to revitalise the stadium precinct in partnership with relevant stakeholders.
