Cape Town, South Africa – In a major win for South African sport, Betway has officially extended its partnership with SA Rugby for another four years, reinforcing its commitment to the Springboks, Springbok Women, and both national Sevens squads.
The renewed deal will see Betway branding continue across team kits, most prominently on the back of the shorts worn by all four national teams. With the Springboks set to face the Barbarians in a blockbuster clash on June 28 at Cape Town Stadium, the announcement comes at a moment of high visibility and optimism for South African rugby.
Backing the Boks—and Beyond the Pitch
The relationship between SA Rugby and Betway, first initiated in 2021, has grown into more than just a sponsorship. Over the last four years, the partnership has helped drive grassroots development, increased visibility for women’s rugby, and engaged fans across new platforms and experiences.
“We’re thrilled to continue this journey,” said Rian Oberholzer, CEO of SA Rugby. “Betway isn’t just on the kit—they’re in the trenches with us. From coaching programs to fan engagement, they’ve proven to be more than a sponsor. They’re part of the rugby family.”
One standout initiative from the partnership is the Betway Next Phase—a three-year program focused on developing and empowering women’s rugby coaches. With the women’s game poised for explosive growth globally, this initiative stands as a benchmark for inclusive sponsorship.
Strategic Brand Equity Through Sport
Betway’s extension with SA Rugby comes at a time when sports betting and gaming brands are aggressively looking to establish legitimacy through meaningful alliances. According to Mark Rowles, Head of Marketing at Betway Africa, this deal goes far deeper than visibility:
“The Springboks have given South Africans unforgettable memories, and we’re proud to walk with them on this journey. Now, it’s time to ensure that our women’s and Sevens teams get the same spotlight and support.”
Betway is planning a full-fledged Springbok campaign in the coming weeks, with billboards and digital activations launching across South Africa. Their aim? To rally nationwide support ahead of major tournaments, including the Women’s Rugby World Cup in England this August.
Strategic Lessons for Sponsors in Emerging Markets
At 365247 Consultancy, we see Betway’s move as textbook strategic sponsorship in a frontier sports market. Here’s what sets this deal apart:
1. Purpose-Led Positioning
Betway isn’t just backing the Springboks to gain exposure. It’s investing in equity, empowerment, and engagement—especially in underrepresented segments like women’s rugby.
2. Cross-Demographic Reach
With four teams under one partnership, the deal spans traditional, youth, and emerging sports audiences. It’s a smart way to deepen brand resonance across a fragmented consumer base.
3. Market Leadership through Visibility
From in-game presence to nationwide billboard campaigns, Betway is securing category leadership through omnichannel saturation, right before a major international tournament season.
4. Return on Impact, Not Just Investment
Development initiatives like Next Phase add a layer of social ROI—a growing priority for regulators, fans, and global investors alike.
Ready to Reimagine Your Sponsorship Strategy?
Whether you’re a tech brand, betting company, or D2C challenger entering sports, let 365247 Consultancy help you:
- Identify high-impact sponsorship assets
- Craft integrated marketing campaigns around key calendar moments
- Design community-first partnerships that build long-term equity
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Image: Itumeleng English / Independent Media
