South Africa Rugby has signed an agreement with Betway South Africa, naming the sports betting operator an ‘associate partner’ of the national team, the Springboks.
Under the terms of the agreement, Betway’s logo will appear on the perimeter branding on the field at home test matches, as well as on the Springboks’ shorts, for the next three seasons.
Additionally, the partnership represents a further step in Betway’s expansion in the South African rugby space, having participated in several ‘beneficial community rugby initiatives’ over the past few years.
“This new partnership will enable us to work together in bringing our passionate fans even closer to the game,” Jurie Roux, CEO of SA Rugby, who noted that the partners aimed to enhance the reach and growth of rugby.
“We are excited to be partnering with Betway as this will stretch beyond the four white lines of a rugby field – Betway have some exciting new initiatives that will be announced in due course as part of the new partnership, and we are excited to see what the future holds.”
Outside of rugby, Betway has strengthened its position in the South African market by partnering with Cricket South Africa, in an agreement which has seen the operator sponsor the T20 Challenge tournament, which will be branded as the Betway T20 Challenge.
“Partnering with the world champions marked a momentous stride in the brand’s ever-evolving approach to consumer engagement,” said David Rachidi, Marketing Manager at Betway South Africa.
“The Springboks are undoubtedly South Africa’s most successful national sports team, with their success deeply rooted in the rich history and culture of this country. As a globally-acclaimed brand that has found a home in South Africa, such a partnership signifies our commitment to playing a leading role in growing the game of rugby across the board.
“Over the years, the team has defied the high odds that were stacked against them, so we look forward to partnering with them as they continue their quest to remain the world’s best rugby team.”