Cricket South Africa has signed a three-year global partnership with Betway Limited, which will see the betting company become a prominent sponsor for the country’s major cricket teams.
As part of the deal, Betway will become the headline event partner of both the One Day International and Test formats for Proteas Men, as well as official sponsor of the T20 Proteas Men’s team and official sponsor to the Momentum Proteas Women.
“We are extremely proud to welcome Betway as headline partner to Cricket South Africa as we progress our already successful relationship to a new level,” stated Kugandrie Govender, Cricket South Africa’s Chief Commercial Officer.
“This partnership will enable us to connect with our fans on a broader scale, and signing on this global giant is the equivalent of hitting a six to win the match. It is pleasing to have a mutually beneficial relationship with an organisation of integrity that will contribute towards the game of cricket in this country while we deliver on their objectives.
“We are beyond thrilled that in these challenging times, Betway reciprocates the belief in us that we have in them.”
According to CSA, the partnership will help ‘in its endeavours to pursue excellence’ while also delivering fresh and innovative approaches to its fans. Moreover, the deal comes on the back of a challenging time for organisations who have been financially impacted due to the ongoing global health pandemic.
Anthony Werkman, Betway CEO, added: “We are thrilled to have partnered with Cricket South Africa. We already have a wide-ranging sporting portfolio and this showcases our commitment to cricket. The South African team is due back in action at the end of the year and we’re excited to see how the team performs across all codes of the game.”
As Werkman alluded to, South African cricket is set to return later this year with CSA announcing this week that ‘high performance’ players can resume team training activities ahead of the cricket season restart.