Global online sportsbook and betting company 10bet says its acquisition of naming rights for Johannesburg’s iconic Ellis Park Stadium forms part of a broader long-term strategy to deepen its investment in South African sport, communities, and fan experiences.

In an interview on Monday, Michelle Colborne, Marketing Vice President at 10bet Africa, said the company’s newly announced five-year partnership with Ellis Park reflects its commitment to expanding its presence in South Africa’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,” Colborne said.

Colborne also noted that 10bet has previously partnered with Bafana Bafana for the past three years.

“We knew this national team deserved an authentic partnership; we’re proud to see the love and support for this team grow over the three 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.

Colborne added that 10bet is the official partner to the Premier Soccer League (PSL) club Lamontville Golden Arrows. She said the partnership is designed to bring supporters closer to the team through activation and authentic content.

“This partnership brings the fans of the club and Durbanites closer to their favorite team through activation and authentic content. We have three sports partnerships in South Africa that we are immensely proud of, and we 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.”

Colborne also mentioned that 10bet is continually working to improve its offerings.

“We have so much in the pipeline that we will share once ready. We’re continually working on optimizing our products, sportsbooks, and games to bring the best offering to our customers. We have the best customer support and Loyalty Club.”

Pieter Burger, Managing Director at Ellis Park Stadium, welcomed the commercial partnership, describing it as 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.”

Burger added that the partnership aims to strengthen Ellis Park’s position as a leading destination for sport and entertainment. Former Springbok and Lions flyhalf Butch James, now a 10bet brand ambassador, said Ellis Park has long been among the most iconic rugby stadiums in the world and praised 10bet for committing to the partnership. James said he still remembers the occasion when he made his first Test appearance at Ellis Park.

“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.”

He said the partnership will help elevate the match-day experience, while also working with relevant stakeholders to support the revival of the inner-city project and strengthen Ellis Park as a hub for sport, entertainment, and community celebration.