Ellis Park Stadium unveiled 10bet as its official naming rights partner earlier this month, marking the start of a five-year agreement. As part of the rebrand, the iconic venue will now be known as 10bet Ellis Park.
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Global online sports betting company 10bet says its acquisition of the naming rights to Johannesburg's iconic Ellis Park Stadium in Johannesburg is part of a broader long-term strategy to deepen its investment in South African sport, communities and fan experiences.
In an interview with Business Report on Monday, Michelle Colborne, marketing vice president at 10bet Africa, said the company's recently announced five-year partnership with Ellis Park Stadium reflects its commitment to growing its footprint in the country's sporting landscape.
“We are invested in South Africans. We want to immerse ourselves in all of our sponsorships and are excited to bring a new energy to the 10bet Ellis Park Stadium,” she said.
Colborne added that they proudly partnered with Bafana Bafana over 3 years ago.
“We knew this national team deserved an authentic partnership; we’re proud to see the love and support for this team grow over the 3 years and see them perform so well at Afcon and the World Cup. We're excited to see what they bring to the rest of the year.”
Michelle Colborne, Marketing VP at 10bet Africa, said that 10bet recently announced a 5-year agreement with the iconic Ellis Park Stadium.
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Colborne said that they are also the proud official partner to the PSL team, Lamontville Golden Arrows.
“This partnership brings the fans of the club and Durbanites closer to their favourite team through activations and authentic content. We have 3 sports partnerships in South Africa that we are immensely proud of and know we can bring great fan activities, content, and support to these teams, allowing them to perform and focus on playing to the best of their ability.”
“We have so much in the pipeline that we will share once ready. We're continually working on optimising our products, sportsbooks, and games to bring the best offering to our customers. We have the best customer support and Loyalty Club.”
Colborne concluded that 10bet is invested in the South African community, sport, and its fans.
“Ellis Park is a big part of our community and global rugby history; it was an easy decision to be part of this iconic stadium. We want to be a part of preserving and keeping the energy it has for the fans.”
Pieter Burger, managing director at Ellis Park Stadium, has welcomed this new commercial partnership with 10bet. Burger noted the partnership as being a new chapter for the internationally renowned venue.
“This five-year partnership represents a fresh and exciting chapter for the stadium, and we believe it will bode exceptionally well for both brands. Together, we share a love for sport, a commitment to fans, and a belief in the positive role a world-class venue can play in the city and the community around it,” he said.
Former Springbok, Lions flyhalf, and current 10bet brand ambassador Butch James, who made his first test appearance at Ellis Park, noted the magnitude of the partnership.
“Ellis Park has always been one of the most iconic stadiums in world rugby, and it's fantastic to see 10bet committing to such a significant partnership.”
James added that he has had some incredible memories of playing at Ellis Park, especially having made his international test debut at that venue.
“Running out in front of a packed crowd, feeling the energy from the stands and representing the Lions in such a historic venue are moments I'll never forget.”
James said that through the partnership, 10bet and Ellis Park Stadium will work together to elevate the match day experience while working together, in partnership with the relevant stakeholders, to revive the inner-city project by strengthening the stadium’s position as a leading destination for sport, entertainment, and shared community celebration.
BUSINESS REPORT