Betway named title sponsor of South Africa's Premier Soccer League

South Africa's Premier Soccer League (PSL) has secured online gambling brand Betway as the title sponsor for the premier division. Under this new partnership, the top-flight football league will be renamed the Betway Premiership.

Since its inception in 1996, the PSL has become one of South Africa’s most beloved sporting events. The upcoming season is set to begin on August 3rd.

Dr. Irvin Khoza, Chairman of the PSL, stated: "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 an 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.”

The financial implications of this deal have also attracted attention. Betway’s CEO, Laurence Michel, described the investment as “the single biggest investment in South African sport.” The agreement is reportedly valued at around R900m ($49.2 million) over a three-year period.

Michel stated: “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.”

Betway's influence in South Africa has been growing through various sports sponsorships. In 2022, the company became the inaugural title sponsor of SA20, South Africa’s T20 cricket league.